New Balance Creates Pop-Up Pizzeria For New York City Marathon Campaign

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New Balance announced a fully integrated campaign to celebrate the forthcoming New York City Marathon and the brand’s TCS New York City Marathon Collection. The official footwear and apparel sponsor of the marathon for three consecutive years, New Balance is engaging with runners via a pop-up pizzeria, out-of-home (OOH) ads, social engagement and a race day block party.

The NB Pizza Co. pop-up shop will be open to the public on October 11 and every weekend thereafter ahead of the marathon including the marathon weekend. New Balance is encouraging runners to participate in the campaign’s “Miles for Pizza” challenge, where runners from around the world can log their miles wherever they are via the Strava app. To redeem their reward, runners must show staff at the pop-up shop their logged miles in the app to receive free pizza provided by L’Industrie Pizzeria in Williamsburg. Runners will receive one slice for five miles, two slices for 10-25 miles, four slices for 50 miles, six slices for 75 miles and a full pizza for 100 miles. Runners in New York will have additional opportunities to cash in their miles leading up to the race which falls on November 1.

In addition to the “Miles for Pizza” challenge, New Balance is hosting experiential activations including Friday happy hour run, Saturday long runs and single Sundays where the first 50 runners to join receive a free branded singlet. 

New Balance is also creating a multi-sensory shopping experience at the 2019 TCS New York City Marathon Expo, October 31-November 2. The retail space will bring the streets of New York to the Jacob K. Javits Convention Center, where the expo is taking place, through hero displays and photo opportunities for runners to enjoy. The TCS New York City Marathon Expo, the largest running expo in the US, features over 130 health and fitness vendors. There, runners can shop the New Balance collection and also polish their race strategy with tips from the “NYRR Running Lab,” presented by New Balance.

OOH ads for the campaign will start on October 28 across the ABC super sign, Footlocker and Champs digital signs in Times Square. 

On race day, New Balance will once again host a block party at mile 16 to cheer on runners during their last few miles and hand out free swag to spectators. Sounds will be provided by the Brooklyn United drumline, all-female Brazilian Samba drumline Fogo Azul NYC, DJ Cory Townes, Cobra Performing Arts Majorettes drumline and all-female brass brand the Pinettes.

IRONMAN Taps New CMO In Time For Annual World Championship

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This week in marketing moves, The IRONMAN Group, a Wanda Sports Group company, names a new CMO; former Moosejaw marketing executive, Dan Pingree, joins Park West Gallery as CMO; Monkey Knife Fight, a fantasy sports platform hires former Nike VP; Iliana Williams joins Oak Street Funding as chief marketing officer; The Meatless Farm Co. acquires a new CMO and Karen Walker joins Intel as senior vice president and CMO.

The IRONMAN Group Names Ellen Newberg As Chief Marketing Officer 

Almost a week before The IRONMAN annual World Championship in Kailua-Kona, the company announced the appointment of Ellen Newberg as the company’s new chief marketing officer. 

Newberg joins The IRONMAN from Professional Bull Riders (PBR), where she held several executive marketing roles for nearly ten years, most recently as CMO.

In her new role, Newberg will be in charge of the event marketing, including IRONMAN, IRONMAN 70.3, Rock ‘n’ Roll Marathon Series and the Epic Series. 

Matthieu Van Veen, chief revenue officer for The IRONMAN Group, said about the new addition to the company’s marketing team: “[Newberg] has deep firsthand knowledge of our athletes and demonstrated years of success in sports and entertainment marketing. She is a proven leader and will be able to contribute immediately to the success of our events through event marketing and programs.”

Former Moosejaw CMO Appointed Chief Marketing Officer For Park West Gallery 

A privately-owned art dealer, Park West Gallery, tapped former Moosejaw CMO Dan Pingree as chief marketing officer.  Pingree has almost 20 years of experience leading digital marketing, e-commerce and product teams. 

“Over the past 50 years, Park West has built an amazing brand story, and Dan is the ideal person to help us tell that story to the world. He brings with him a unique [skill set] and understanding of digital marketing and e-commerce, and has a strong track record of building and developing robust teams, which makes him a tremendous addition to Park West,” said Park West Gallery Founder and CEO Albert Scaglione.  

Oak Street Funding Names New CMO 

A First Financial Bank company, Oak Street Funding, hired Iliana Williams as chief marketing officer to replace Sharon Robbins who is retiring from the role. 

Williams previously held marketing roles at MasterCard Worldwide, GE Finance and Procter and Gamble. At Oak Street Funding she will be responsible for the marketing and communications direction of the company to drive further growth.

“I’m thrilled with this opportunity with Oak Street, its talented marketing team and to be able to spend time with Sharon which will allow for an extremely smooth transition. I look forward to the challenge of taking the organization to the next level while also taking pride in working for a company that recognizes the value of building quality relationships with their employees, customers and the communities they serve,” Williams said.

Former Head Of Global Digital Brand Innovation At Nike Joins DFS Platform As CMO

The North American fantasy sports platform, Monkey Knife Fight, tapped Danny Tawiah as CMO. 

Tawiah previously held the role of head of global digital brand innovation at Nike, where he was responsible for Nike’s largest global digital brand campaigns, such as the 2010 FIFA World Cup (South Africa), 2012 Olympics (London) and 2014 FIFA World Cup (Brazil). 

At Monkey Knife Fight, Tawiah will be tasked with building a brand from the ground up. He said on the matter: “From the moment I met the MKF team and heard their vision, I knew this was a team I could work well with and together we could do something special. This is a brand that is only just beginning to scratch its true potential. I’m excited for the opportunity.”

Lone Thomsen Named Chief Marketing Officer For The Meatless Farm Co.

This week, The Meatless Farm Co. announces the appointment of Lone Thomsen to the role of chief marketing officer. 

Thomsen joins The Meatless Farm Co. from The Coca-Cola Company, where she served as head of media and connections strategy and IMC lead, portfolio expansion, for The Coca-Cola Company, Western Europe. Prior to that, Thomsen held global strategy roles in several media and advertising agencies.

At The Meatless Farm Co, she will be tasked with the international expansion of the company, as well as its strategic growth.  

“It’s fantastic news that Lone is joining the Meatless farmers. It’s such an important time in the company’s evolution as the global market heats up. Lone has been a strategic advisor to us since launch and as chief marketing officer, her experience, knowledge and passion will really help drive the company and its continued growth, globally,” founder Morten Toft Bech said about Thomsen’s appointment. 

Karen Walker To Join Intel As Senior VP And CMO

Former Cisco CMO Karen Walker will join Intel as senior VP and CMO, effective October 23, where she will lead the company’s global marketing team to build and strengthen Intel’s brand and be responsible for growing demand for Intel’s products and solutions worldwide. 

Intel’s CEO Bob Swan said about Walker’s appointment: “Karen is a truly a world-class CMO. She has deep experience with many of our most valued customers and a keen understanding of what it will take to play an even larger role in their success. We are excited to have Karen on our leadership team.”

FMG Welcomes Industry Veteran Andrew Lipman As CMO 

Campaign US reports that Future Media Group Inc. hired Andrew Lipman as the company’s new CMO.

According to Lipman’s LinkedIn, he spent four years as global communications director at Cadillac before joining FMG. Previous to that, he also served as a general manager at Audi of America and as a vice president at Ketchum. 

Warner Bros. Pictures Welcomes Former Disney Exec As SVP, Marketing EMEA

Charlie Coleman, who spent more than 20 years at Disney, most recently as a VP and managing director, franchise management, was named senior vice president of marketing EMEA at Warner Bros. Pictures. 

Coleman will lead Warner. Bros. EMEA development and campaign oversight, oversee the regional marketing team including strategy, media, digital, publicity and creative. He will report to Julien Noble, executive vice president, international marketing.

“Charlie is a highly experienced marketing executive, incredibly creative with an amazing track record. We’ll look to his expertise to help us continue to push our strategic approach for our marketing campaigns. I’m excited for him to join us, he will be an incredible addition to our Warner Bros. team,” Noble said. 

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, September 30. 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 Officer ThirdLoveSan Francisco, CA
Vice President, Film MarketingNew York UniversityBrooklyn, NY
Chief Communications And Marketing OfficerUC San DiegoSan Diego, CA
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing Int’l International Distribution And ProductionsSony Pictures Entertainment Inc.Culver City, CA

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

West Elm Experiments With Creative Home Design Game Challenges

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West Elm is transforming a boutique condominium in New York City into an interactive concept store, presented by New York City-based real estate marketplace, StreetEasy and open now through the end of October. The brand’s first-ever holiday house hosts experiential activations featuring several lifestyle partners and will extend to digital “holiday house challenges” to gamers across the world. 

The interactive holiday house marks the first time the design and lifestyle company is offering tutorials and seasonal activations beyond its global retail stores. Programming at the holiday house includes a Facebook Live panel with Sherwin-Williams and a three-part digital series that shows guests how West Elm teamed with StreatEasty to find the perfect home for its holiday house. In addition, customers can try three mattresses from sustainable mattress brand, Leesa Sleep. Sonos will display its new Sonos Move products and Johnnie Walker will host cocktail classes. Visitors can also take floral workshops and participate in free 30-minute, one-on-one consultations with West Elm design experts about holiday decorating.

For those who can’t make it to New York, mobile game Design Home created two home design challenges modeled after West Elm’s New York City pop-up. From October 1-8, Design Home players who enter the challenges will receive $10 off on their next West Elm purchase when they spend a minimum of $20. The game is open to users in the US, Canada, Australia and the UK. 

West Elm’s virtual game initiative is riding the wave of a strong gaming community, especially among its core demographic, as women make up 45 percent of US gamers, and 30 percent are women between the ages of 18 and 35. Similarly, 46 percent of UK gamers are female. Given 60 percent of US female mobile gamers play daily, it’s a good bet that West Elm is leveraging the medium to attract the Design Home player, whose average age is 38-years-old.

Through creative game play, Design Home empowers over 1 million women to discover the latest home décor trends and brands. The game, launched in 2016, reached 30 million downloads and $71.5 million in bookings in its first year.

‘Brands Should Want To Give Back To Communities They Serve’ Laverne Cox On How Marketers Can Be Inclusive

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We sat down with Emmy-Nominated actor Laverne Cox to talk about her work with Smirnoff and how she is helping to make brands truly inclusive. Our conversation not only touched on Laverne’s recent advocacy but also Smirnoff’s recent campaign work and her advice for brands on how to be allies for the LGBTQIA+ community.

Can brands actually change the world? Smirnoff certainly thinks so. The world’s largest vodka brand has a purpose that is nothing if not ambitious. Since 2015, the company’s “We’re Open” campaign has spent more than $5 million to drive real, worldwide societal change by making global LGBTQIA+ communities more visible.  

Smirnoff invested in programs that challenge the perception of LGBT people, from educating British lads with a partnership with LADBible, to choosing to ally with high-profile members of the non-binary community as its brand ambassadors.

Nothing illustrates this more than Smirnoff’s work with Laverne Cox, an Emmy-nominated actor and one of the most vocal activists for the American trans community. Beginning their relationship with 2018 “Welcome to the Fun%” campaign, the Orange Is the New Black star, has worked closely with the brand ever since. The most recent iteration of this partnership is “Welcome Home,” an old-school house track that reuses the words from Cox’s ad campaign and has gone on to become an unlikely club hit.

Last week Cox joined Diageo CMO Jay Sethi for a Fireside Chat at Advertising Week NY, where the pair talked about how brands can truly be inclusive, including a five-step program to be more inclusive. They urge brands to:

  • Be persistent in marketing support throughout the year 
  • Represent the FULL community 
  • Invest meaningfully with significant financial support 
  • Defend policy with advocacy 
  • Empower people through a commitment to hire

AList sat down with Cox after the panel to discuss her work as a brand ambassador for Smirnoff, how brands can work with communities to ensure authenticity and how the marketing industry can follow through on a commitment for greater visibility when it comes to representing marginalised communities and groups.

Smirnoff has long been a supporter of the LGBTIA+ community, did that attract you to working with them?

Yeah. What’s great is that even before [working with] me, Smirnoff has a history when it comes to supporting the LGBTQ community. Before I was involved with them, I can remember the Love Wins bottles, where every bottle sold came with a commitment to donate to HRC. I think they ended up raising $1.5 million and they’re only halfway there–and HRC is such a vital organisation that does a lot of work to advocate for the LGBTQ community, not only in helping push forward new legislation but across the board. 

That is the kind of commitment I think all brands should aspire to—they should want to give back to communities that they serve.

What does authenticity mean to you? 

Authenticity has become a bit of a buzzword—I completely understand that. For me, it means making sure that you have real values and making sure what you do align with those values. It’s about acting like a real person. It’s stating “I have a value system, and my behavior corresponds to that.” Brands should be doing the same. 

Your relationship with Smirnoff feels like a very two-way collaboration. How can other brands make sure that they are good allies to the non-binary communities? 

Whenever I tire of these conversations on authenticity, I like to allude back to Renee Brown’s work on the subject. She says that authenticity is about “letting go of who you think you should be and being true to who you really are.” 

When companies are targeting specific audiences, they must find ambassadors who embody their values. I feel blessed that I get to show up as the real Laverne and do what I do. With Smirnoff, I don’t have to be a different person at the Emmy Awards than I am when I’m advertising a product. I get to show up as me, and I don’t have to check my behavior because I’m representing this brand. 

It’s vital that I work with brands that are OK with me being who I am. I have moments when I’m like “Oh no, I’m saying this, they’re going to be sad,” but Smirnoff knows who their getting. I’m political. I’m going to be talking about what’s going on at the supreme court, I’m going to talk about issues–always with love and empathy, but also asking questions about how to push forward.

What are some practical things marketers should be mindful of when portraying the LGBTIA+ community?

I think it comes down to more jobs and more opportunity. With campaigns that ran over PRIDE month, we all see beautiful LGBT people in front of the camera fronting campaigns, but we need that year-round.  We also need to think outside of PRIDE. I am not just a trans woman–I do so many different things in the world, and I think marketers need to acknowledge that and reflect that in the campaigns they create and the depictions that they use. 

We also need to ask the question “what do we need to do behind the scenes?” If we don’t have diverse people in decision making roles, how are going to change perceptions in front of the camera?  We need to make sure we hire diversely, extend training and intern programs to people from minority backgrounds and ensure that we’re giving this new generation of marketers opportunities. We need to think carefully about how we train the new generation.

How do we ensure brands commit to message all year round, rather than just wheeling out inclusive messaging during PRIDE week?

I think it comes down to what marketers do year-round. I’m proud that my relationship with Smirnoff, for example, didn’t start with PRIDE. It was the fall of 2018 with their Welcome to the Fun% campaign, where I worked with Mr Ted Danson, who is just delightful. I love that Smirnoff is trailblazing this conversation that can happen year long and not only one month of the year.

Brands need to ensure that they do more than the bare minimum. It’s not enough to support the community for one month and then also be giving money to political candidates that are working against my interests. We should be mindful about what our advocacy looks like, because the truth is, these brands are massively influential. Millions of people can enjoy a product, and you should ensure that a product is working for and not against them. It goes beyond ad campaigns; brands need both consistency and authenticity.

Lastly, how should brands be committing to this message in a way that genuinely helps the LGBTQIA+ Community?

Put simply, by continuing to do great work. I believe that when other marketers see how great brands like Smirnoff are doing great work by working with people like me, they’ll get on board. It’s tricky to touch the zeitgeist, but these communities are full of smart, creative people and brands need to tap into that.

Brands need to think outside the box and think more inclusively. Everyone needs to be listening, and I need to be listening as much as possible. We can never stop listening to the consumer–I think where we can do that, particularly in the US, I don’t think we can go wrong.

WhatsApp Tests Self-Destructing Feature; Facebook Expands Keyword Alerts For Groups

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This week, WhatsApp started testing a feature that would allow users to redact texts and images, Facebook expands on its test of keyword alerts for groups and consumers express their distrust over Facebook news stories.

WhatsApp Is Testing A Feature That Would Enable Texts, Images To Disappear After Self-Determined Time Period

The Economic Times says the feature will come on the back of a similar feature that’s launching on Facebook Messenger.

Why it matters: The option to redact messages after a fixed time frame has lapsed could put WhatsApp on the same playing field as rival Telegram, which has a “secret chat” feature that deletes sensitive information. 

The details: WhatsApp will support the self-destructing messages feature in group chats. Some third-party apps once had the option of sending self-destructing messages, but they were soon outlawed after WhatsApp cracked down on apps that undermined the privacy of users.

Over Half Consume News Via Facebook But Most Don’t Trust It

A survey from the Pew Research Center shows just how poor Facebook users’ perception is of the platform’s news stories, per TechCrunch.

Why it matters: Facebook is getting ready to launch a “news tab” this month full of stories that complement the headlines appearing in people’s social feeds.

The details: About 52 percent of participants in Pew’s survey revealed they get their news from Facebook, followed by 28 percent from YouTube and 17 percent from Twitter. More than 88 percent believe that social media controls what news stories people see and 62 percent believe that social platforms have too much control.

Facebook Improves Testing Of Keyword Alerts For Groups

Facebook is refining a feature that would give Facebook group admins the ability to stay on top of relevant discussions.

Why it matters: Business who want to use groups to stay connected with potential customers could benefit from the feature. Its true purpose, however, is to catch content that violates group rules.

The details: The improvements include a new format and easier ways to stay notified. Group admins can add all relevant discussion words that they want to monitor within their group and receive notifications when those words are mentioned. Members who use keywords won’t know the admin has been alerted. Then the admin has the option to immediately react by either deleting the mention or allowing it to go through.

Facebook Can Be Ordered To Remove Posts, Europe’s Top Court Rules

According to The New York Times, a former leader of Austria’s Green Party sought to have Facebook remove scathing remarks about her from a user’s personal page.

Why it matters: Big internet platforms like Facebook may be tasked with more responsibility to patrol their sites for content ruled illegal.

The details: The court said today that an individual country can make Facebook remove posts, photographs and videos and restrict global access to such material. Facebook criticized the ruling, saying that, “the judgement raises critical questions about freedom of expression and the role that internet companies should play in monitoring, interpreting and removing speech.”

Instagram Creates “Creators” Account To Help Foster More User Activity

The app launched a new tool today called @creators, which will provide video content tips to people who want to become more active on Instagram.

Why it matters: The tactic could encourage YouTube creators who not seeing ROI on their platform to move their efforts to Instagram.

The details: Instagram posted a series of FAQ to the @creators’ story with testimonials from actual creators using the platform. Creators can use the account to gain helpful insight into what works well. For example, tips on how to get verified, and other useful info, like the fact that 60 percent of people listen to stories on the platform with the sound on, to help them create content that resonates with viewers. 

Facebook Enables Messenger In Stories Ads

According to Marketing Land, businesses with messenger templates set up in their Facebook ads accounts can now drive Facebook, Instagram and messenger stories ad traffic to start conversations via messenger.

Why it matters: The integration is appealing for businesses with longer conversion cycles who want to increase engagement.

The details: Users can now swipe up on stories ads via the “Send Message” call-to-action to start a conversation with the brand without leaving the app they’re in.

Twitter Rolls Out Spam, Abuse Filter For Direct Messages

Twitter has launched a feature that filters direct messages deemed offensive, available on Twitter’s iOS, Android and web apps.

Why it matters: Unsolicited messages and content on Twitter are commonplace, leading to criticism that the platform is an unsafe place that lacks tools to protect its users. The latest spam and abuse filter may reduce these qualms.

The details: The filter adds a new section to the “additional messages” inbox, where DMs from users you don’t follow go. When you click on it, messages containing potentially offensive content have their previews hidden. Users can also delete the messages without opening them first.

Instagram Makes Anti-Bullying Tool Available To Everyone

After testing the feature, Instagram finally launched a tool called “Restrict” that lets users block individuals and make all future comments from them invisible to the public.

Why it matters: “Restrict” mode comes after the app announced it was testing an artificial intelligence (AI) feature that warns people against leaving negative comments. The latest move, which will give users more control over their experience, is part of Instagram’s National Bullying Prevention Month efforts which will happen all through October.

The details: Should a user decides to restrict someone, the tool will make comments invisible to third-party Instagrammers, but the bully will still be able to see their own comments. 

LinkedIn Is Most Trusted Social Platform For The Third Year Running

The third annual Digital Trust Report 2019 from Business Insider Intelligence revealed that early adopters trust LinkedIn the most for the third straight year, followed by Pinterest and Instagram.

Why it matters: Earning digital trust is critical for brands because it impacts the way customers engage with ads on social media. Respondents said elements such as frequency of fake news, a sense of community, data privacy and relevant ads have a moderate to very high impact on whether they engage with social media ads.

The details: The survey asked participants to rank seven major networks—YouTube, Instagram, LinkedIn, Facebook, Twitter, Snapchat and Pinterest—on six pillars of digital trust including security, legitimacy, community, user experience, shareability and relevance. LinkedIn came in first on three of six pillars, and second place in the remaining three—user experience, relevance and shareability. Pinterest took the top spot for user experience while Instagram did on relevance. Interestingly, this marks the first year Pinterest was included in the survey, and it outranked every social platform except LinkedIn. Instagram improved on shareability and relevance from last year, however, respondents admitted to being more annoyed by ads on the platform than they were last year. Facebook ranked last again, and performed the lowest across all pillars year-over-year. Fifty-nine percent of respondents said they’re “not at all” confident that Facebook is protecting their data and privacy.

Instagram Is Testing Alerts That Notify Users About New Product Launches

Given the adoption of unconventional shopping strategies such as creator collaborations and limited releases, Instagram wants to make it easier for users to discover and shop product launches via product launch stickers on Stories and launch tags in the feed.

Why it matters: The product launch notifiers will allow consumers to stay up to date on the most recent fashion, beauty and luxury brand drops, hoping to provide users yet another reason to stay on the app, browse and shop, benefiting brands and Instagram alike.

The details: The in-feed product launch tag lets people set reminders for the launch date, preview product details and buy as soon as the product launches. The feature will be available to 21 brands in the US over the coming weeks, including Adidas, Anastasia Beverly Hills, Soul Cycle, Chinatown Market, H&M and Warby Parker.

Instagram Expands Branded Content Tags To IGTV

While not available to all users, Instagram’s branded content tags will be available for longer-form branded content, per Social Media Today.

Why it matters: Brands will not only increase the visibility of influencer marketing practices, but influencers will have more opportunity to monetize their efforts and remain relevant for longer.

The details: To use the branded content tag on IGTV, users must be on a business or creator account. When applied, the tag adds “Paid Partnership with . . .” in the video post’s header.

Facebook Begins Hiding Total Likes On Australia Posts

TechCrunch reported that Facebook’s new test to hide likes will begin with Australian users this week.

Why it matters: Facebook user perception and trust of the platform is at an all-time low, and hiding likes could help users feel more comfortable sharing on the platform and expressing themselves.

The details: A spokesperson told TechCrunch that the limited test, conducted by the News Feed team, will make likes, reactions and video view counts private. The team will then analyze feedback to understand if the change improves people’s experiences.

Twitch Launches First Brand Campaign At TwitchCon2019

According to Mobile Marketer, Twitch released its first brand campaign, introduced a new slogan and updated its “Glitch” mascot at TwitchCon2019 in San Diego.

Why it matters: Twitch’s highly engaged user base is difficult to reach through other media platforms so it only makes sense that it would launch its first campaign to broaden its appeal.

The details: As part of the campaign, Twitch released its new slogan “You’re already one of us.” The campaign also includes a series of teaser videos featuring comedian Eric Andrew that demonstrate the updates its users can expect. At the same time, Twitch’s parent company, Amazon, announced that Twitch has a deal with the National Football League to stream “Thursday Night Football” for the third straight year.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, October 4. 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.

Ad Investment Shifting To Digital In Most Sectors While Television Remains Top Choice For Soft Drinks

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Television continues to attract 70 percent of the ad investment from the soft drinks sector and about two-thirds in the food category, according to WARC Data’s “Global Ad Trends Report: Benchmarking Ad Investment By Product Category.” The report notes these sectors are more immune than other sectors to ecommerce, reducing the need to spend big on digital ads. However, most other sectors, especially financial services, are transitioning to online media.

Among the 19 product categories analyzed, WARC found that total global ad spend within the soft drink category reached $15.1 billion in 2018—just over a one percent increase year-over-year—$10.5 billion of which was spent on television and $1.9 billion on internet. Soft drinks $1.9 billion investment in internet has eroded television’s share of the sector spend by 4.4 percentage points over the five years to 2018.

Total global ad spend in the food category in 2018 reached $25.3 billion, $16.5 billion of which was spent on television, $3.7 billion on internet and $2.8 billion on print. While television spend in the sector rose one percent YOY, it has dipped by 3.7 percent each year since 2013 on a compound basis.

Additionally, the total global ad spend in retail in 2018 was flat at $62.3 billion. Internet spend in this sector increased 9.1 percent YOY, which was offset by a decline in spend for all other media, except out of home (up by 12.7 percent) and cinema (up by 4.9 percent).

As for financial services, total global ad spend in 2018 amounted to $43.2 billion, $19.7 billion of which was spent on internet and $12.9 billion on television. The findings suggest a dramatic shift to digital over the last five years, generally at the expense of print media. The shift in spend is most apparent within financial services and retail, sectors that have heavily developed digital platforms to deliver highly personalized and seamless experiences to customers in recent years.

Conversely, magazines still play a role in advertising toiletries and cosmetics as they invested $2.9 billion in the medium last year. The category’s total global ad spend was $25.7 billion, with television accounting for $14.9 billion and internet for $5.6 billion.

According to WARC Data’s managing editor, James McDonald, the most effective media mix requires a number of channels working in synergy. And he notes that the right data is critical to find that mix and maximize ROI.

Findings are based on a new measure of net ad investment data across 19 categories that WARC created with Nielsen. WARC worked from the macro level to calculate new gross totals across major categories. Thereafter, the totals were balanced using the net ad revenue data they received from the industry.

Merging Art And Science With Dara Treseder Of Carbon

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During this episode of “Marketing Today,” I interview Dara Treseder, chief marketing officer at Carbon. Before Carbon, Treseder was the CMO at GE Ventures, which is GE’s corporate venture capital arm and GE’s business innovations, focused on new business creation and new marketing development and technology licensing. Before GE, Treseder led various marketing efforts at Apple and Goldman Sachs. Treseder talks about her current role at Carbon, her Nigerian roots, insightful lessons and mentors she’s had along the way. She later discusses marketing and product development.  

Dara explains how Carbon, the world’s leading digital manufacturing platform, is helping companies accelerate product innovation. She talks about the three key things that were critical during her entrance into Carbon. They include elevating Carbon as a brand, having people understand who Carbon is and what they do and driving growth by setting up the marketing and communications program for success. She also shares how Carbon uses technology and innovation to protect football players and how they marketed this idea during a Super Bowl. 

What made Treseder such an excellent fit for Carbon? She says, “at the core of who I am, I am an analytical thinker. But I am also a true creative. I love marrying art and science, and I think, for the future of marketing, that is what it’s all about.”

Treseder discusses how Carbon is impacting the marketplace, noting, “it is all about how can you use data and technology to reach people and how can you communicate and connect with people in a way that truly resonates with them.” What does it take to be as innovative as Carbon has consistently? “The only way you can really create breakthrough products is innovation across those three elements: the software used to create designs, the hardware  used to make it and the material from which the product is made.”

Highlights from this week’s “Marketing Today”:

  • What does Dara miss the most about Nigeria and what is her favorite food? (01:40)
  • Where did Dara start her career? (04:06)
  • What was her charter as she was coming into Carbon? (06:50)
  • What exactly is Carbon and when was it founded? (07:35) 
  • Dara talks about her past start-up and what a ‘fat start-up’ is?  (08:37)
  • What drew Dara to Carbon? (10:40)
  • How are partnerships driving Carbon’s business? (12:33)
  • How did Dara turn around a Super Bowl in early February so quickly after just joining in December? (15:10)
  • Is there an experience in Dara’s life that has defined who she is today? (22:39)
  • What advice would she give to her younger self? (27:00)
  • What fuels Dara Treseder to keep going in his career and life? (27:43)
  • Are there brands that she thinks we should pay attention to? (29:11)
  • Where does Dara see the future of marketing going? (30:32)

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.

Brands Bake Up National Pizza Month Activations

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October marks National Pizza Month and brands like DiGiorno, California Pizza Kitchen and Pieology are baking up mobile and social activations to give Americans what they want—free pizza. 

Frozen pizza brand DiGiorno is breaking the ice by delivering free pizzas to five cities across the US, making a limited number of deliveries to one city each week of the month. Starting at midnight on October 1, DiGiornio is asking fans to help crowdsource two additional delivery locations by tweeting the name of their city using the hashtag #DeliverDiGiorno. The two cities that get the most mentions on Twitter will receive free oven-ready pizza delivered. To further celebrate its free deliveries, DiGiorno’s Twitter will feature a new customized tagline and logo throughout National Pizza Month.

California Pizza Kitchen (CPK) and Grubhub are keeping the pizza party going with a partnership that’ll give away up to 10,000 free CPK take and bake pizzas, which the brand launched at CPK locations nationwide in July. CPK is also offering free delivery and one free take and bake pizza on all $15 minimum purchases via Grubhub. Underpinning CPK’s National Pizza Month activation is its third annual national pizza survey which found that Americans would choose pizza if they could only eat one food for the rest of their lives.

Conducted online via The Harris Poll, from August 26-28, the survey revealed that 40 percent of Americans would be willing to give up dating for a year in order to enjoy free pizza whenever they want. Similarly, 61 percent of millennials said they’d give up social media for an entire year just to have access to free pizza at all times. Respondents included 2,014 Americans ages 18 and older among whom 632 are 23-38 years old. 

Pieology is also sharing a slice of its pie with a month-long national sweepstake, “Scan, Score & More.” One grand prize winner will win free pizza for a year per restaurant at each of the brand’s domestic locations across the US, including Hawaii and Guam. Fifty runner-up winners will win prizes including tickets to Six Flags theme parks and movie tickets. For a chance to win prizes, fans must check-in at their local Pieology via the “Pie Life Rewards” app. Pieology has over 100 locations in the US.

Over Half Of Online Consumers Are Members Of Subscription Box Services

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Over half (54 percent) of online shoppers are members of subscription box services, according to a report from Clutch. From services that replenish products to ones that offer exciting experiences to consumers, subscription box services deliver a personalized shopping experience straight to consumers’ doors. 

Respondents were asked to rank their favorite subscription box services, which fell into two of the top three categories—curated services, replenishment services and access services. The findings show that 29 percent of respondents receive packages from Dollar Shave Club, followed by Ipsy (21 percent), Blue Apron (17 percent), BarkBox (17 percent) and HelloFresh (16 percent). Dollar Shave Club uses humor and viral videos to promote its personal grooming products, Ipsy and BarkBox curate personalized products for makeup lovers and dog owners, respectively and Blue Apron gives customers new recipes to try in cost-effective quantities.

According to Clutch, subscription box services rose in demand due to three major trends: the popularity of ecommerc, social media’s prevalence and consumers’ growing comfort with paying for value over time. Within the last few years, consumers’ increasing comfort with buying items online has blurred the line between ecommerce companies and subscription service-only companies. Now it’s simply all direct-to-consumer ecommerce. Additionally, social media has allowed niche communities to develop that subscription box services can profit from. 

The report also points out that Netflix has potentially helped consumers feel okay with receiving ongoing value from a transaction that’s a long-term investment. Subscription box services, then, challenge the notion that items need to be a specific price. “A lot of times, [companies are] paying 2-4 months’ worth of revenue upfront to acquire a customer, and they need that 5th, 6th, 7th month of renewals to actually make any profit on that customer,” co-founder of Cratejoy, Amir Elaguizy told Clutch.

Clutch’s survey included 528 US respondents ranging from 18-64 years old who ordered an item online within the past six months. Among the respondents, 285 subscribe to a subscription box service. Sixty-six percent of respondents are female, and 34 percent are male.

Sierra Nevada Names Its First VP Of Marketing

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This week in marketing moves, Sierra Nevada Brewing Co. finds its first VP of marketing, Disney appoints former LendingTree CMO as executive VP; Tony Thomas leaves NOVA Entertainment after nine years and Juul Labs’ marketing team is undergoing major restructuring as the e-cigarette giant stops all its advertising in the US.

Noelle Haley Becomes Sierra Nevada’s First VP Of Marketing 

This week, the craft brewery hired Noelle Haley as its first VP of marketing. 

Most recently, Haley served as vice president of marketing and growth at Equator Coffees & Teas and at Sierra Nevada, she will be responsible for setting the vision, strategy and leadership for the brewery’s marketing, advertising, creative, communications, product marketing and product development. 

She will report to chief commercial officer Joe Whitney, who said about the new hire: “Noelle joins Sierra Nevada with invaluable experience as an accomplished marketing leader. Her extensive background, paired with our shared values and her passion for creating compelling customer experiences, will be instrumental in leading our marketing team.”

Disney Appoints A VP Performance Marketing For Its DTC Streaming Platforms

This week, Walt Disney Company taps Brad Wilson as executive VP, performance marketing for Disney’s direct-to-consumer streaming platforms.

In his new role, Wilson will oversee performance marketing for ESPN+ and Disney+ streaming services, as well as supervise data-driven and digital market strategies.

Wilson’s most recently served as CMO at LendingTree and had previously worked for Travelocity, Blockbuster Online and Match.com.

Tony Thomas Leaves CMO Post At NOVA Entertainment

Tony Thomas has resigned from his post as a CMO at Australian entertainment company NOVA Entertainment. 

Thomas has been with NOVA for over nine years, overseeing the growth and diversification of the company. Previously, he worked for Coles Group, ninemsn, Diego and PepsiCo.

‘There are so many highlights of my time at NOVA Entertainment such as launching the hugely successful smoothfm radio brand, the invention of Nova’s Red Room, leading the GOAT.com.au launch and importantly, building a team of marketing professionals who are the best in the media business,” Thomas said in a statement. 

Juul Labs Stops All Advertising In The US, Replaces CEO 

The chief executive officer of Juul Labs, Kevin Burns, stepped down today to be replaced by K.C. Crosthwaite, chief growth officer from Altria, The New York Times reports, as the e-cigarette company finds itself under extreme investigation over its marketing practices. 

“I have long believed in a future where adult smokers overwhelmingly choose alternative products like JUUL. That has been this company’s mission since it was founded, and it has taken great strides in that direction. Unfortunately, today that future is at risk due to unacceptable levels of youth usage and eroding public confidence in our industry. Against that backdrop, we must strive to work with regulators, policymakers and other stakeholders, and earn the trust of the societies in which we operate,” Crosthwaite, said in a statement.

Ancestry.com Welcomes Farmers Insurance’s Former CMO As Chief Revenue Officer 

Mike Linton has left Farmers Insurance, where he served as enterprise CMO for over eight years, to join Ancestry.com as the company’s chief revenue officer, Forbes reports. 

At Ancestry.com, Linton will oversee the company’s growth, marketing and product, as Ancestry.com is looking to shift from its genealogy roots to its genetic DNA offerings.

“I’m really excited about what the company is doing and where it’s going. I think it’s on the forefront of a lot of things. Surely, it’s the world leader in genealogy as well as DNA. I like the principles the company has. I like the technology. I think both the database and the way the company is committed to its customers are exciting. And it’s on the forefront of a bunch of innovations that are going to matter today and tomorrow,” Linton said about his new role.

Ellie Doty Appointed As CMO And SVP At Chili’s

Ellie Doty, who served as VP of marketing and culinary at Chili’s since 2017, has been promoted to SVP and CMO at the restaurant chain.

As a VP at Chili’s, she was responsible for the development of several of the brand’s value-focused initiatives. According to Restaurant Business, Doty’s promotion was due to her success in boosting traffic and sales.

Former Sysomos CMO Joins GSTV As First CMO 

GSTV hired Mark Young as the media company’s first CMO, Campaign reports. 

Young previously served as the chief marketing officer at Sysomos and most recently consulted GSTV on its go-to-market strategy. He also held senior marketing positions at Microsoft Advertising and ClearChannel.

Per Campaign, Young will supervise GSTV’s marketing, communications and brand creative initiatives.

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, September 27. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

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