Ad Council Names New Board Of Directors Members

This week in leadership updates, Ad Council names Verizon CMO Diego Scotti as Board vice chair among other major appointments to its board of directors, and JPMorgan Chase promotes Tracy-Ann Lim to chief media officer.


Yum Brands Vet Joins Taco John’s As CMO

Restaurant Business announced the appointment of Yum Brands veteran Barry Westrum as CMO for Taco John’s. Most recently, Westrum was chief marketing officer for Del Taco.

Westrum’s previous posts include serving as senior director of brand marketing for Taco Bell, CMO for KFC, A&W and Long John Silver’s. He also served as EVP of marketing for International Dairy Queen.


JPMorgan Chase Hires Tracy-Ann Lim As Chief Media Officer

According to The Drum, JPMorgan Chase has promoted Tracy-Ann Lim from executive director, head of media, to chief media officer. Lim fills the roll which was left open after Andrew Knott departed in 2019.

Lim joined JPMorgan Chase in April 2019 and has streamlined the bank’s performance marketing landscape. As chief media officer she will report into CMO Leslie Gillin.


Ad Council Appoints Diego Scotti, Stephanie McMahon And Others To Board

Ad Council announced newly elected members to its Board of Directors, including the appointment of Verizon CMO Diego Scotti to vice chairperson. WWE chief brand officer Stephanie McMahon was also included in the new roster of leadership appointments.

See the full press release, including all newly elected members here.


(Editor’s Note: This post will be updated daily until Friday, May 1. Have a new hire tip? Let us know at editorial@alistdaily.com.)

Miller High Life Launches “Wedding At Your Doorstep” Contest

Miller High Life is offering three engaged couples whose weddings were affected by coronavirus a chance to win a “Wedding at Your Doorstep.” Winners of the contest will receive a prize that includes an officiant, a photographer, beer and $10,000. Miller High Life announced the promotion on its Instagram, Twitter and Facebook pages.

To enter, couples must submit a 150-word description about how their 2020 wedding plans have changed and how they plan to celebrate with Miller High Life, as well as an image, their state and age and email to marryme@millerhighlife.com. Miller High Life will rate submissions based on creativity (50 percent), detail (25 percent) and originality (25 percent). The contest is running from April 23 to May 1.

Winning couples will receive a “front porch wedding” that comes with a licensed officiant, a professional photographer and digital photo package, for a total prize value of $15,000.

Americans spent $54 billion on more than 2 million weddings in 2019 but those numbers are dropping significantly as social distancing orders remain in effect. At a time when people are forced to cancel special occasions due to the pandemic, Miller High Life’s activation could help boost brand loyalty. And, as brands reduce marketing budgets and tiptoe around coronavirus marketing sensitivities, the promotion provides the brand a simple way to collect emails for future targeted campaigns.

Miller High Life competitor Busch Beer is running a similar social media contest that will award 250 couples who had to cancel or postpone their wedding free beer for a year. Entrants are required to post a picture of themselves on Instagram or Twitter with the hashtags #BuschWeddingGift and #Sweepstakes, now through May 1.

Denny’s Aims To Reach Gamers Amid Coronavirus

In an effort to boost its digital presence amid coronavirus, Denny’s created an account under the username Dennys247 on three major game platforms—Nintendo Switch, Microsoft Xbox and Sony PS4—to offer players discounts on food. After announcing its entry into the gaming world on social media, on April 8, the brand experienced a major lift in engagement on Instagram and Twitter. On Instagram, Denny’s saw a 26 percent engagement rate and over 81,000 impressions on about 20,00 engagements. The tweet announcing Dennys247 saw a 15 percent engagement rate with nearly 154,000 impressions and 23,000 total engagements.

Within its first 20 hours on Nintendo Switch, Dennys247 reached the limit on the number of friends. Denny’s plays around six to seven games during each two-hour gaming session, giving players the chance to earn discount codes for its Denny’s on Demand ordering platforms, a website and a mobile app for iOS and Android.

On March 16, Denny’s announced the closure of its dine-in facilities, expanding its Denny’s on Demand platforms to include new “Dine-Thru” and curbside services to cater to consumers during lockdown.  With the “Dine-Thru” service, customers can place their order with a Denny’s employee from their car then wait for the order to be prepared while waiting in a designated parking spot. Those ordering on the Denny’s website can select “curbside” at checkout, entering the make and color of their car so that a staff member can identify customers and “run your order out to you.”

Before the pandemic led to restaurant closures, on January 30, Denny’s launched its Beyond Burger at 1,700 locations accompanied by a dine-in promotion for a free burger with the purchase of a drink. A regulatory filing shows that Denny’s domestic same-store sales dropped 19 percent in March from 2019. Now, at a time when restaurants are closed until further notice, Denny’s must leverage new channels to reach customers—joining multiplayer game platforms allows it to tap into a pool of 164 million US adult gamers.

What We’re Reading–Week Of April 20th

We’re searching for the most pressing marketing insights this week. Updated daily.


5 Ways Covid-19 Has Changed Gen Z Consumers’ Preferences

Adweek

In an Amplify Solutions survey of 357 Gen Z consumers aged 16-24, 76 percent of respondents said they’re using this time for personal or professional development and 37 percent of men and 19 percent of women, respectively, reported spending most of their shopping budget on online courses or digital learning tools.

Why it matters: The pandemic poses a big opportunity for traditional e-learning companies and new online course services.


Google Requiring All Advertisers To Verify Their Identity

Adweek

Google is extending its certification program for political advertisers to all advertisers following an influx of bad ads seeking to profit on the coronavirus pandemic. 

Why it matters: Advertisers have 30 days to submit personal identification and business incorporation documents to prove their identity and the country from which they operate. Otherwise Google will stop serving their ads.


Selling Experiences When No One Can Experience Anything

Forbes

To sell experiences amid coronavirus, advertising veteran Mat Zucker suggests enriching your brand’s digital architecture, reducing barriers to trials and reviving older buying models like option-to-purchase buying cooperative buying.

Why it matters: Consumers value flexibility in times of crisis.


Crisis Management: Marketing During COVID-19

The Drum

To emerge from crisis stronger, digital marketing expert Rumble Romagnoli recommends prioritizing communication with your team and providing necessary safety equipment when remote work isn’t possible; adapt your content to be sensitive to the crisis but don’t lose your brand in the process; offer discounts to key workers. 

Why it matters: A thoughtful crisis management strategy will ensure a business’s survival post-coronavirus.


Why ‘Business as Usual’ Is Not The Answer For OOH

ExchangeWire

Adverty CEO Niklas Bakos believes mobile, virtual and augmented reality in the gaming space can help out-of-home (OOH) advertising weather the pandemic.

Why it matters: As per Bakos: “For all its very visible strengths, OOH lacks the targeting capabilities of online, and its relatively basic metrics reflect that fact. Virtual OOH, taking advantage of the boundless imaginary landscapes console, desktop and mobile games offer us, offers both targeting and context within secure, brand-safe environments, while also catching audiences in highly engaged, focused moments.”


Roku’s Scott Rosenberg Breaks Down COVID-19 Viewership Trends: Ad Age Remotely

Ad Age

Senior VP and general manager of platforms at Roku, Scott Rosenberg, says daytime viewing and kids’ content has jumped while movie releases have created a new opportunity in movie rentals.

Why it matters: An increase in daytime viewing makes sense as viewers are looking to start their day with the most up-to-date news about the pandemic. 


How Do You Talk Sustainability And Climate During A Pandemic?

Forbes

A Futerra survey found that its consumers want it to respond to climate change with the same urgency it has responded to the coronavirus. In addition, respondents said they want brands in general to talk about recycling and climate change during the pandemic.

Why it matters: The key to talking about sustainability during a pandemic is to avoid blaming humans, offer advice and practical actions on living sustainably and share creative stories of how people around the world are making a difference.


Glow At Home: Beauty Industry Remakes Product Pitches In The Age Of Coronavirus

Reuters

Beauty brands are redirecting pitches to show how their products can be used while social distancing, with the pivot most noticeable on social media campaigns, where companies can move more quickly than with television.

Why it matters: With nowhere to go and no one but co-workers to see on Zoom, consumers need to be reminded why beauty products are still relevant amid coronavirus.


Post-Pandemic, Will Consumers Really Remember How Brands Behaved During Lockdown?

The Drum

In an Edelman report, 65 percent of people said the way a company responded to the coronavirus crisis would impact the likelihood of them buying its products in the future. Leaders like Weatherspoon’s Tim Martin and Virgin Atlantic’s Sir Richard Branson have recently come under fire for playing down the risk of the virus’s spread and for asking staff to take unpaid leave, respectively.

Why it matters: Rob Sellers, chief growth officer at ad agency Grey London thinks the market has short memories and whether consumer attitudes toward brands have any bearing on the future success of these businesses will be deteremined on a case-by-case basis.


Lowe’s Knows You’ve Gotten To Know Your Home Really Well

Adweek

Lowe’s is launching a campaign during ESPN’s broadcast of the NFL Draft to highlight its community outreach and individual employees amid coronavirus as well as its work during previous natural disasters.

Why it matters: Lowe’s, a presenting sponsor of the NFL Draft, could stand to gain brand awareness with a timely, cause-driven campaign.


DTC—Throw Away (Almost) Everything You Know
Forbes

The DTC companies thriving in the current climate can inform a new DTC brand playbook focused around operational changes and a serious rethinking of acquisition strategies.

Why it matters: Challenges were already stacking up against the DTC model even before the coronavirus crisis.


H&M And Gucci Top List Of Most Transparent Brands In Mainstream And Luxury Fashion
Fashionista

“Fashion Revolution’s 2020 Fashion Transparency Index ranks the world’s 250 largest apparel brands and retailers based on how much information they share about their supply chains, environmental practices and social commitments.”

Why it matters: With coronavirus exacerbating the structural weaknesses of the global fashion supply chain and highlighting the plight of vulnerable workers, consumers are demanding more transparency as part of sustainability concerns. In fact, some brands have “invoked the ‘force majeure’ clause to free them of their contractual responsibility to pay suppliers.”


Why Business Is Booming For Mobile Game Publishers Despite The Downturn
AdExchanger

“Players are playing more than ever, ad inventory in mobile games is a bargain right now, acquiring users is way less expensive than it’s been in years and the monetization train is chugging for the mobile game ecosystem.”

Why it matters: All signs point to it being a wise choice to increase mobile ad spend for Q2.


EMarketer: Digital Video Will Take A Hit In The US But Could Still Grow Through The Crisis

AdExchanger

According to eMarketer, digital video ad spend in the US could potentially grow 7.8 percent in the first half of 2020 to $17 billion. Or, it may only reach $15 billion, which would represent a 5.2 percent drop from 2019.

Why it matters: The researcher’s previous forecast predicted that digital video ad spend would grow 26 percent in 2020. The potential drop won’t necessarily translate to a cut in spending, however, as digital video offers a good brand opportunity for marketers that don’t have anything to sell right now.


YouTube Takes Criticism After Shaking Up Measurement Program

AdAge

YouTube added a variety of new companies to its roster of approved vendors but also excluded longtime partner OpenSlate after it refused to sign a contract that would limit what it can and can’t report to its clients. OpenSlate clients include Nestle, GroupM and Procter & Gamble.

Why it matters: OpenSlate claims the new restrictions set forth by YouTube’s Measurement Program defeat the program’s intended purpose, to ensure ads are running in suitable environments.


How The Covid-19 Pet Ownership Boom Has Impacted Pet Brands

AdWeek

Since officials announced stay-at-home orders, the American Society for the Prevention of Cruelty to Animals and the Association for Animal Welfare Advancement reported a drop in animal intakes and surrenders at rescues. 

Why it matters: BarkBox saw a year-over-year increase in its subscription business this March. Chewy hired between 6,000 and 10,000 new employees to meet higher demand amid coronavirus and expects first quarter sales in 2020 of about $1.5 billion, a 36 percent growth from Q1 of 2019. Watch time and views on The Dodo’s YouTube grew more than 170 percent and 162 percent, respectively.


After COVID, What Behavior Changes Will Stick?

Forbes

Stephen Wunker predicts that post-coronavirus, we’ll be forced to evaluate the benefits of new approaches that theoretical consideration could never illuminate, reversion to the old status quo may be slow, if it occurs at all, and the viability of working from home will have improved.

Why it matters:While it has had a terrible overall impact, COVID has been the great Inertia Breaker.”

Walmart Names William White As Chief Marketing Officer

This week in marketing leadership moves, Quibi’s head of brand Megan Imbres departs, Walmart appoints William White as CMO, HMD Global hires Stephen Taylor as CMO and Kar’s Nuts names Jennifer Bauer as CMO.


Quibi Head Of Brand Marketing Departs Two Weeks Post-Launch

Quibi’s head of brand and content marketing Megan Imbres is leaving the company two weeks after the platform’s launch, according to the Wall Street Journal. In an email to staff, Imbres said, “It feels like an opportune time of transition where I can take some time to identify my next challenge.” Before joining Quibi in April 2019, Imbres held various marketing positions at Netflix for six years.


Walmart Brings On Target’s William White As Chief Marketing Officer

Walmart is bringing on former Target senior VP William White as its CMO. White replaces Rich Lehrfeld, senior VP of brand, creative and media who Walmart named interim CMO in January 2020. White was with Target since 2013 and held previous leadership roles at The Coca-Cola Company. He will start as Walmart CMO on May 11.


HMD Global Appoints Stephen Taylor As Chief Marketing Officer

Nokia phone maker HMD Global has hired Stephen Taylor as CMO, with the responsibility of overseeing overall marketing strategy for the entire portfolio of Nokia phones. He will report to CEO Florian Seiche.

Taylor was previously CMO, EMEA at PayPal where he spearheaded an overhaul of the company’s digital marketing efforts. Prior to that, he was CMO for Europe at Samsung Electronics.


Kar’s Nuts Appoints Jennifer Bauer As Chief Marketing Officer

According to Food Business News, Kar’s Nuts has hired Jennifer Bauer as its new CMO. Bauer joins from Campbell Soup Co. where she served as VP of innovation as well as VP of marketing for pretzels, crackers and specialty cookies.  


Roger Solé Named WeWork Chief Marketing Officer

Following Maurice Lévy’s departure as interim CMO, WeWork has hired Roger Solé as CMO, according to Adweek. Solé comes from Sprint, where he served for five years as the president for Puerto Rico and head of Hispanic advertising.


Pladis Hires Caroline Hipperson As Chief Marketing Officer for UK, Ireland

Pladis, parent company of McVitie’s, Jacob’s and Godiva, has named Caroline Hipperson as its new CMO for the UK and Ireland.

Hipperson was previously CMO at Holland & Barrett for 18 months from April 2018 to August 2019. Prior to that, she held the role of global VP for Bacardi’s Martini.

Levi’s Doubles Its Product Views After TikTok Influencer Activation

Due to mandated business closures amid the coronavirus pandemic, retailers are leveraging social commerce to reach consumers stuck at home. Levi’s is one of those brands—with its physical stores temporarily shuttered, it recently utilized TikTok’s “Shop Now” program to connect with Gen Z shoppers via TikTok influencers.

Calling on its Future Finish 3-D denim customization technology, Levi’s enlisted four TikTok influencers to personalize their denim before the coronavirus outbreak. Appearing as in-feed ads, the creators’ videos were posted during the week of April 13. TikTok users had until April 19 to click on the ads’ “Shop Now” button, which would direct them to a page on Levi.com where they could buy the designs shown in the video. 

In a company post, Levi’s reported that watch time for these influencer videos is twice as long as the platform average on TikTok. Product views to Levi.com’s “Future Finish” pages have also more than doubled for every product included in the videos, according to the same post.

It helps that Levi’s tapped mega TikTok influencers–selected for the activation were TikTok influencers Callen Schaub, who has 3.6 million followers; Gabby Morrison, who has 2.6 million followers; Cosette, who has 1.9 million followers; and Everett Williams, who has 109,000 followers. Cosette captioned her video, “Designed my own @levis shorts at #LeviHausMiami last month,” with the hashtags #oddlysatisfying and #ad.

Levi’s digital business now accounts for over 15 percent of its total revenue, double what it was three years ago. This dramatic growth is due in large part to Levi’s efforts to increase its social media visibility and user experience over the last few years. In October 2018, Levi’s announced a partnership with Pinterest on a tool that offered Pinners a customized styling experience based on a visual questionnaire and their personal Pinterest activity. Pinners were then presented with a shoppable Levi’s Pinterest board.

In June 2019, Levi’s and Snapchat partnered for Pride Month on a Pride Lens that let users virtually try on clothes. In-store shoppers could unlock the lens when they scanned the QR code posted within US Levi’s stores. Through the lens, Snapchatters could not only try on a Trucker jacket but also customize it with Pride patches and order it through the Snapchat app.

TikTok Names New NA Head Of Marketing

This week in marketing leadership moves, Nick Tran has been tapped by TikTok for their lead marketing role in North America, Pacific Life names Kevin Kennedy as senior vice president of sales and CMO of the company’s Retirement Solutions Division, WeWork interim CMO Maurice Lévy is departing after three months at the company, Sprouts is bringing on a new SVP and CMO while Equifax names Lindsay Parker as CMO.


Nick Tran Moves From Hulu To TikTok As Head Marketer

The Drum reports that, following shortly after the departure of Hulu’s head of ad sales, the video streaming service is also losing their VP of brand marketing and culture.

Nick Tran, who has been with Hulu since May 2018 from Samsung, will oversee brand marketing, campaigns and social activity for the company according to The Drum. He begins his new position Monday.


Pacific Life Hires Kevin Kennedy For Senior Vice President, Sales And CMO Of Retirement Solutions Division

According to a press release from the company, Pacific Life has named Kevin Kennedy senior vice president of sales and chief marketing officer of the company’s Retirement Solutions Division which helps consumers with asset growth, retirement income and long-term financial independence. Kennedy will oversee the division’s sales and marketing organization as well as sales execution and analytics.

Prior to joining Pacific Life, Kennedy served as managing director and head of AXA Equitable Holdings’ individual retirement unit. 


WeWork Interim Chief Marketing Officer Maurice Lévy Departs

According to Adweek, Maurice Lévy left WeWork three months after the company hired him as interim CMO. Former CEO of Publicis Groupe, Lévy joined WeWork in November after the departure of CMO Robin Daniels.

The announcement comes one day after WeWork announced it laid off 19 percent of its staff.


Sprouts Farmers Market Names New SVP, CMO

Sprouts released a press release today announcing the hiring of ex-Kroger exec Gilliam Phipps as SVP and CMO, effective immediately. Phipps will lead Sprouts’ marketing, advertising, customer engagement and private label teams, according to the announcement.


Jaguar Land Rover’s VP Of Marketing Steps Down

Kim McCullough is stepping down from her role as VP of marketing for Jaguar Land Rover in North America. Ad Age reports that McCullough’s duties will be assumed in the interim by the company’s North American CEO Joe Eberhardt.

McCullough’s professional relationship with JLR began in 1997 when she began marketing the brand.


Equifax Names New Chief Marketing Officer

Equifax has named Lindsay Parker CMO. Effective today, the role will require Parker to oversee corporate marketing strategy, USIS sales and revenue enablement efforts. 

Parker joins Equifax from Sabre Corporation’s SABR Travel Network where she served as the head of global marketing. Previously she held executive roles in Cisco Systems CSCO, Avaya and BlackBerry BB.


Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, April 17. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


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

What We’re Reading–Week Of April 6th

Our weekly roundup is complete. Here are the most pressing marketing insights from this week.


Marketing Teams Are Finding Out What Their Martech Can Do Right Now
Marketing Land

Simplifying is the byword here. TapClicks SVP of marketing Daryl McNutt is interviewed about how to maximize the tools and platforms your teams already have in use without adding more processes.

Why it matters: As budgets tighten and teams are divided into home offices due to social distancing guidelines, leaders need to find efficiencies and drill into reporting to navigate this crisis.


How To Manage Your Stress When The Sky Is Falling

Harvard Business Review

Remember to breathe, connect with others and find purpose during times of extreme stress. It helps.

Why it matters: Perennial advice that we should embrace, especially after the coronavirus pandemic subsides.


Teen Spending Hits Lowest Point In Nearly A Decade As Coronavirus Concerns Grow
Marketing Dive

A dive into the latest semi-annual survey on Gen Z habits from Piper Sandler.

Why it matters: “Nearly half (47%) of Gen Zers said they believe the economy is getting worse, and the coronavirus ranked as No. 2 among the group’s top social and political concerns of the moment, falling only behind the environment.”


How Marketers Grapple With Shrinking Budgets Amid Coronavirus Pandemic
Digiday

Marketers are dealing with the limitations of short-term planning due to the inability to focus on more than a month or two ahead.

Why it matters: CEOs, CFOs and chief media officers are finding their roles changed in light of shrinking budgets.


VSCO CMO Shares The Keys To Building Iconic Brands
Adweek

VISCO CMO Tesa Aragones shares her experiences building iconic global brands such as Nike, Volkswagen, Apple and Bacardi.

Why it matters: Tesa shares insights on the importance of brand values and a full-funnel marketing approach, as well as her career trajectory and time spent at major global brands.


Everything Will Change Forever After Coronavirus…Won’t It?

Marketing Week

Some marketers thrive off the biased belief that the coronavirus pandemic could forever dramatically change the future but in reality, “the only thing that is going to really change dramatically after coronavirus is the number of columns from hacks predicting everything is going to change.”

Why it matters: Marketers should approach consumer sentiments carefully, avoiding surveys that ask them what they will do in the future if certain things happen as a result of the pandemic.


How The Travel Industry Can Recover Through Marketing 

AdAge

Coronavirus-related travel losses will amount to a $910 billion hit to the US economy, according to the US Travel Association. 

Why it matters: CEO of travel marketing firm MMGY Global Clayton Reid says travel brands should use this time to engage their best customers and grow brand awareness.


How To Keep Your Team Motivated, Remotely

Harvard Business Review

An HBR survey of 20,000 workers worldwide and 50 major companies found that between teleworking or working in the office, working from home was less motivating. When people had no choice in where they worked, total motivation dropped 17 points.

Why it matters: During crises, people tend to focus on tactical work rather than adapting to solve more important problems. Leaders should give employees opportunities to work on challenging issues. Teleworking weekly routines should include both tactical work and adaptive performance.


The Consumer After COVID-19

Marketing Dive 

Retailers are uncertain how the pandemic will change consumers’ attitudes about in-store shopping. 

Why it matters: Retailers will have to figure out how to express a sense of structure and calm in their stores after the coronavirus pandemic.


Communicating In A Pandemic: Andrew Cuomo’s Keys To Success

Provoke Media

Andrew Cuomo has maintained constant, simple communication with the public about the coronavirus.

Why it matters: What makes Cuomo’s communication so effective is that it’s filled with data, practical examples, sincerity, empathy and timeliness. 


Doing Their Bit In A Crisis: Mondelez, Co-op, Bacardi, John Lewis

Campaign Live UK

Amid the coronavirus crisis Mondelez has repurposed its 3D-printing-technology to create medical visors for the National Health Service; Bacardi committed £1.5 million to an initiative called #RaiseYourSpirits supporting independent bars and bartenders by letting them serve customers via delivery; Co-op pulled its Easter ad campaign and instead donated £2.5 million worth of airtime to promote hunger and food waste charity FareShare’s work; John Lewis Partnership is designing and installing an area in the NHS Nightingale Hospital in London where medical staff and volunteers can unwind in between treating coronavirus patients.

Why it matters: According to recent data from GlobalWebIndex, only 37 percent of consumers want brands to continue to advertise as normal. 


Dove Puts New Face On ‘Real Beauty’ In Salute To Health Workers

AdAge

Dove’s new ad campaign features healthcare workers’ faces marked by their protective gear amid coronavirus. The ad broke initially in Canada and the US and will be followed by ads customized for other countries with local photos. The US version of the ad includes a tagline noting Dove’s donation to Direct Relief.Why it matters: Proving its agility, Dove pulled its current ads for their lack of relevance. The brand still champions tackling beauty self-esteem issues but it’s adapting workshops which were originally created for schools and public organizations for home use.


How Top Marketers Are Navigating Advertising And Management During COVID-19

Forbes

In response to COVID-19, Postmates launched a new campaign called #OrderLocal featuring celebrities praising their favorite restaurants, Talkspace launched a 16-day program in addition to its usual subscription service that helps people deal with coronavirus concerns and Bud Light created a new concert series and tracker for which restaurants and bars have take-out service.

Why it matters: How brands strike the right tone with ads and marketing efforts amid coronavirus will determine how consumers view them in the long-term.


How To Establish Marketing Authority In A Niche Industry

Entrepreneur

To establish authority within the digital marketing sphere, companies must choose a niche industry that’s booming and requires services, stick with the chosen niche, do more than clients expect and track data on services they’ve provided them.

Why it matters: Focusing on a single market builds a company’s credibility thereby allowing it to scale to other related niches. 


Companies Can’t Ignore Shifting Gender Norms

Harvard Business Review

Over 12 percent of US millennials identify as transgender or gender non-conforming and 56 percent of Gen Z know someone who uses a gender neutral pronoun.

Why it matters: Acknowledging new perceptions about gender will allow a company to create products and experiences for a growing body of consumers that don’t believe in traditional conceptions of gender.


Don’t Panic—Adapt To Strengthen Your Brand For A Recession

AdAge

Many brands are exhibiting short-term reactionary behaviors in response to the coronavirus pandemic: reduced marketing budgets, furloughing marketing teams and going dark on advertising. 

Why it matters: According to intelligence from Analytics Partners’ ROI Genome, in over 100 cases, more than half of brands saw improvements in ROI during the last recession; brands that increased media investment saw about a 17 percent growth in incremental sales; brands that removed media investment suffered an 18 percent loss in incremental sales; and two-thirds of losses in incremental sales during the last recession were driven by lower investments while one-third was driven by lower consumer demand.


With In-Person Shoots Out Of The Question, Advertisers Turn To CGI

Digiday

Due to the coronavirus, advertisers are pausing in-person commercial shoots and turning to production companies with computer-generated imagery, visual-effects and animated capabilities to complete campaigns already in progress or create entirely new campaigns.

Why it matters: A surge in demand has led some CGI production companies to put on workshops to guide clients through the number of options available to them for creating campaigns remotely.


Facebook In The Age Of COVID-19: Users Are Online, But Will Advertisers Pay To Get To Them?
MarketWatch

“While usage has skyrocketed in countries hardest hit by COVID-19, those same countries will contribute to an online-advertising pullback that undercuts results.”

Why it matters: “Facebook has especially felt the pinch on cost-per-click (CPC), the amount an advertiser pays a publisher for every click on an ad and a key determinant in how much Facebook charges brands to show their ads on Facebook’s digital properties.”


Marketing Ventriloquism: Lessons Marketers Can Learn From Political Advertising
Ad Age

Three ways marketers can shape their brand’s narrative, beyond traditional advertising, to master marketing ventriloquism.”

Why it matters: “Marketing ventriloquism,” in short, is characterized by the author as “communicating through voices other than their own.” Brands can take a lesson from political advertisers who employ newsjacking, crisis communications and endorsements. 


Comms In The Age Of Coronavirus: When To Stick With The Plan … And When To Chuck It
AdExchanger

Know when to pause the product launches and pivot your comms plan. As in, right now if you haven’t yet.

Why it matters: Unless your communications are finely tuned to the current crisis, you may need to scrap them. Brands that don’t may seem tone-deaf at best.


What Nearly Every Leader Forgets To Say During A Crisis
Inc.

Leadership is more than setting the big vision, especially in times like this.

Why it matters: Don’t forget to armor your teams with a plan forward, not just platitudes.


Brand Marketing Through the Coronavirus Crisis
Harvard Business Review

A handful of Important tips that can inform brands on the actions they need to take to “serve and grow their customer base, mitigate risk, and take care of their people.”

Why it matters: Sensitivities are raised during times like this and we’re likely to see longstanding behavioral changes due to the nature of the pandemic. Proceeding with an abundance of care and empathy and planning for what’s next should be front and center for brands right now.


Editor’s Note: Our weekly reading list is updated daily. This installment is updated until Friday, April 10. Have a tip? We’re looking for must-read articles related to trends and insights in marketing and media. Let us know at editorial@alistdaily.com.

Byrider Selects Walter Scott As New Chief Marketing Officer

This week in marketing leadership moves, Byrider names a new CMO from Advance Auto Parts, Tim Hortons hires Jason Cassidy as head of marketing strategy, Zoom brings on Alex Stamos as an adviser for its new security board and L’Oréal promotes Shelly Chiang to CMO.


Byrider Names New Chief Marketing Officer

Byrider, a buy-here, pay-here dealership franchise company, has picked Walter Scott as their new chief marketing officer.

Scott has an extensive background at Advance Auto Parts where he most recently served as SVP of professional marketing and solutions as well as CMO. In the chief marketing officer role, he led the retail consumer experience and professional marketing for Advance and Carquest brands, according to his LinkedIn.


Jason Cassidy Is Appointed Tim Hortons Head Of Marketing Strategy

According to Strategy, Jason Cassidy is joining the Tim Hortons team as head of marketing strategy and category management. Cassidy will oversee the company’s Canadian strategic development and 12 people across the business’s category management, calendar lead and consumer insight teams.

Previously, Cassidy served as director of marketing for KFC Canada and held a similar leading marketing role at Pizza Hut Canada.


Zoom Hires Former Facebook Security Chief Alex Stamos As Adviser

According to Reuters, Zoom is bringing on former Facebook security chief Alex Stamos as an adviser. Stamos will be a member of Zoom’s new advisory board which aims to tighten the app’s privacy and security measures, for which it has received widespread criticism recently.

The board, which includes executives from Netflix, Uber, VMware and Electronic Arts, will advise Zoom CEO Eric Yuan on privacy issues.


L’Oréal Promotes Shelly Chiang To CMO Role For APAC

Marketing Interactive shares news about Shelly Chiang’s upward movement at L’Oréal Asia Pacific, noting that the 16-year veteran of the personal care brand is taking on the role of chief marketing officer.

Previously digital director for the APAC region, Chiang is replacing Daniel Chan who is vacating the role after three years.


Virgin Fest Appoints Former EDC Marketer As CMO

According to Variety, Virgin Fest has named Steve Levy CMO, making him the sales and marketing lead for the brand’s live event portfolio including Virgin Fest and Kaaboo. Virgin Fest is scheduled for June 6 and 7 at Los Angeles’ Banc of California Stadium + Expositions Park.

Levy was previously head of marketing and digital for the Electric Daisy Carnival since 2017.


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

Chief Marketing OfficerMotorolaChicago, Illinois
VP, Marketing SoundtracksDisney Music GroupBurbank, CA
Head Of MarketingAspyr Media, Inc.  Austin, TX
Chief Marketing OfficerNew York Public Radio New York City, NY
SVP, Marketing And CommunicationsPBS SoCal  Burbank, CA

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What We’re Reading–Week Of March 30th

We’ve searched for the most pressing marketing news so you don’t have to. Here’s what’s happening so far the week of March 30.


Wellness Brands Grapple With Advertising During Coronavirus
Glossy

Wellness brands are navigating a delicate scenario of advertising the benefits of supplements during the current health crisis.

Why it matters: Claims made by wellness brands touting immunity-boosting supplements could toe the line, as the current crisis looms heavily on consumers, between reaching a growing contingent of potential consumers while avoiding deceptive marketing claims.


Influencers Have A Captive Audience During The Pandemic. But Can They Capitalise On It?
Business Of Fashion

“Influencers are discovering their party dresses and hair care don’t qualify as essential.”

Why it matters: Influencers may have the rapt attention of those on lockdown, but canceled partnerships, shuttered retailers and slumping sales are minimizing their impact.


‘Companies Are In Freeze Mode’: Coronavirus Crisis Strains Ad Tech Licensing Model
Digiday

“A whole host of companies in the SaaS space are now seeing their new business pipelines evaporate, experts told Digiday.”

Why it matters: As CFOs scrutinize discretionary spending to brace for an economic downturn and events that could turn on new leads disappear from the landscape, the ad tech licensing model deserves a hard look.


Cannes Lions 2020 Cancelled As Organisers Hold Back Festival And Awards Until 2021
The Drum

While slated for an October postponement originally, the ad industry’s largest annual gathering, Cannes Lions 2020, has now been officially canceled.

Why it matters: Cannes Lions chairperson Philip Thomas remarked that the creative industry “simply isn’t in a position to put forward the work that will set the benchmark.”


Netflix’s ‘Tiger King’ Claws Its Way Into Brands’ Tweets

Ad Age

The cultural gravitational pull of Tiger King is proving inescapable on Twitter, even for brands.

Why it matters: Escapism is fully acceptable in times of crisis, and for coronavirus it would seem Tiger King is distraction number one. Here’s a roundup of brands commenting on the longstanding feud between Joe Exotic and Carole Baskin brought to life by the new Netflix series.


The Rise Of The Strategic CMO

Ad Age

The role of chief marketing officer has come to embody that of a strategic storyteller who spots trends and identifies narrative, a leader of collaborative efforts that ensures honest flow of communication and a revenue leader that effectively expresses insights internally and externally.

Why it matters: Chief marketing officers who use tools and opportunities brought on by technologies will be well placed to succeed.


What The Coronavirus Means For DTC Brands

Marketing Dive

According to Edison Trends, direct-to-consumer brand week-over-week spending dropped seven percent on average from March 2-22.

Why it matters: The coronavirus has disrupted operations for digitally native brands too, not just brick-and-mortars. How much cash these brands have available will better position some against the impacts of COVID-19.


What Happens To Sports Marketing Budgets Without Sports? 

AdExchanger

Brands are pausing sponsorships for postponed events such as the Olympics, NFL and MLB but fear fans will be reluctant to visit crowded stadiums once the pandemic is over.

Why it matters: Sports marketers are repurposing their budgets to sponsorships to virtual sports and esports, allowing brands to reach a younger male demographic.


Why Marketers Should Focus On Audience To Navigate The New Normal

AdAge

The coronavirus necessitates brands understand the fragmentation in customers’ attention and leverage addressable technology to continue creating personalized audience experiences.

Why it matters: Adopting an audience-first mentality will be key to connecting with today’s coronavirus-concerned consumers.


Americans Want Brands To Do Their Part Against Coronavirus, Then Advertise

Adweek

The Harris Poll is surveying public sentiment about the coronavirus; the fifth wave of responses, polled Mach 28-30, show consumers want brands to stay relevant amid the pandemic and only advertise if they’ve directly addressed the situation. 

After things die down, 63 percent of respondents marked a willingness to go about their normal routines and 43 percent said they would visit restaurants by the first month post-pandemic.

Why it matters: Brands that acknowledge the crisis now will have a better chance of boosting brand perception in the long run


Council Post: Why Cause Marketing Matters More Now Than Ever Before

Forbes

Brands that help consumers adapt and redesign their lives will establish themselves as the cornerstones of society’s “new normal.”

Why it matters: In light of the coronavirus pandemic, marketing with a cause is more important than ever because consumers don’t want to hear anything about a business unless it serves them.


Ensure That Your Customer Relationships Outlast Coronavirus

Harvard Business Review

To preserve customer relationships, small and large businesses alike can adopt the HEART framework to humanize their company, educate about change, assure stability, revolutionize offerings and tackle the future.

Why it matters: Leveraging a framework like HEART helps display to customers a company’s plan for supporting them–a critical aspect that should be overcommunicated during the coronavirus crisis.


Mitigating The Damage Of Mega-Event Cancellations Due To Coronavirus

Marketing Dive

Big industry events have been canceled for fear of coronavirus spreading and the trend is not slowing down, however, brands can create a disaster fallback plan.

Why it matters: Last-minute cancelations are causing major disruptions for new product launches including lost exposure and lost investments. 


NPD Shares How COVID-19 Is impacting Weekly Consumption Trends

WWD

Consumer behavior has changed from discretionary to necessity as a result of fear over the coronavirus pandemic, causing dollar growth to be flat in the week ending on March 14, according to NPD.

Why it matters: Companies that provide useful products or services as people work from home such as the consumer tech space, small appliances and products that help people pass the time will see growth.


‘Be Helpful’: How Marketers Are Adapting Their Messaging To A Fraught Environment

Digiday

Marketers are shifting away from promotions or sales-driven messaging to cause-related and purpose-driven messaging.

Why it matters: Revising campaign messaging to reflect sensitivity and avoid promotional language requires a delicate balance that brands are still trying to figure out.


Consumers Are Putting Brands On Notice Over Coronavirus Behaviour, Study Finds
Campaign

A special edition of the Edelman Trust Barometer suggests that how brands respond to the coronavirus pandemic will have a “huge impact” on consumers’ likelihood to buy their products.

Why it matters: “One in three respondents said they had already stopped using a brand that was not acting appropriately in response to the public-health crisis – a figure that rose to 76% of consumers in Brazil and 60% in India.”

What actions is your brand taking right now to gain consumer trust during the coronavirus crisis?


Reinventing The Direct-To-Consumer Business Model
Harvard Business Review

At its core, the DTC business model needs some TLC.

Why it matters: For DTC brands, “it is far harder to become a standout success in 2020 than it was in 2010,” mainly due to a crowded yet changed landscape, the limits of scaling using Instagram ads and influencers as well as the changing attitudes of investors.


Hasbro Supports Families Staying Indoors With New Online Resources
Marketing Dive

Hasbro launched a new content marketing program called Bring Home The Fun, which includes a social media campaign and charitable donations, aimed at parents looking for ways to keep their homebound children entertained during the nationwide lockdown.

Why it matters: As recent reports indicate, consumers expect brands to address the current crisis. Hasbro’s messaging speaks directly to parents coping with the impact of coronavirus in an authentic way: via their own employees who are also parents.


Making The Most Of Your Marketing Team During COVID-19
Forbes

Forbes CMO Network contributor Christine Moorman shares a few tips to make the most of marketing teams during these uncertain times.

Why it matters: Disruptions like we’re experiencing should give team leaders pause. How are you changing your management style to adapt to this new reality?


Opinion: How Brands Treat Their Partners Now Will Have Consequences For Their Post-Pandemic Potential
Adage

Your decision-making process during this unprecedented period of upheaval should look to the future relationship you’ll have with your partners.

Why it matters: What used to be important is now essential. “Decisions driven by short-term expediency to unfairly off-load the costs of this disaster onto vendors and partners may seem easy now, but they will surely have consequences later.”


‘We’re All In This Together’? Why Brands Have So Little To Say In The Pandemic

Fast Company

Coronavirus induced changes in advertising tactics embody an overall message of, “We’re all in this together,” that also covers a combination of categories including action, information and support.

Why it matters: Brands struggling to respond to coronavirus should look to the latest social media posts and television ads of Hanes, Ford, Hyundai, Budweiser, Lexus, Nike and Guinness for guidance.


How Employers Are Taking Care Of Their Workers During COVID-19

AdExchanger

Companies are helping create virtual office cultures, hosting virtual workout classes for employees and covering food delivery for some. 

Why it matters: Overcommunication in the age of the coronavirus is one of the most critical ways employers can gain the support and trust of their team.


How To Create A Successful Marketing Strategy Using A Single Decision Framework

Inc.

Successful marketing relies on running multiple experiments on different channels to determine the best performing channel for a business. 

Why it matters: When deciding which marketing channel is best, founder of firemeibegyou.com Robbie Abed suggests picking three marketing channels that could meet your company’s core metrics then gives it three months to run a campaign for each channel.


Council Post: Four Ways To Use AI For Marketing

Forbes

Four ways to start using artificial intelligence-based marketing software include customer targeting and developing buyer personas, campaign monitoring, sales forecasting and chatbots.

Why it matters: Forty percent of marketing and sales teams say data science encompassing AI and machine learning is critical to their success as a department.


40% Of Marketers And Retailers Expect Layoffs Due To The Coronavirus

Digiday

Digiday’s survey found that 40 percent of top execs expect to have layoffs due to the coronavirus pandemic and for 83 percent of respondents, the virus will also cause them to miss their forecasts for 2020.

Why it matters: Marketers and retailers are struggling to keep up with the economic impact of the virus, with situations worsening.


How Popeyes’ New Global CMO Plans To Make The Niche Brand Into A Mass Brand

Adweek

In January, Popeyes named Paloma Azulay the brand’s global chief marketing officer, the same role she held previously at Tim Hortons.

Why it matters: Per Azulay: “We had this amazing hype for the sandwich last year, but when you look at the brand in the long term there is not a lot of association and loyalty in terms of having a large base of people that come to us frequently.” Azulay says the brand has its eye on China and will open there very soon.


3 Ways Marketing Strategies Will Need To Shift To Deal With Coronavirus Complications

AdWeek

Three ways marketing strategies will need to change include replacing handshakes with virtual interactions, shifting dollars to digital and remaining agile and keeping a firm pulse on audience engagement.
Why it matters:
The coronavirus pandemic has a chokehold on business operations and brands must respond with focus, not fear.


Editor’s Note: Our weekly reading list is updated daily. This installment is updated until Friday, April 3. Have a tip? We’re looking for must-read articles related to trends and insights in marketing and media. Let us know at editorial@alistdaily.com.