Trend Set: Long-Form Video, 2022 Culture Rising Report

Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends.

Culture Rising: 2022 Trends Report

The future is bright. Connection, culture, and creativity are standouts from the Culture Rising: 2022 Trends Report. As the world looks on, grappling with the past, understanding the present, and generating the future is top of mind. Connections look exceedingly different as people reimagine what love looks like. Whether it is a virtual community, in-person interaction, and everything in between, the world is looking to build relationships flexibly but meaningfully. Whether it is creator culture, work culture, or the intercultural backgrounds many come from, the world is colliding in ways it never has before. Thinking globally and making tremendous strides locally is reshaping what culture means across the board. Lastly, creativity is bursting at the seams in every avenue of life. Through sounds, visuals, audio, and other outlets, creativity through collaboration is becoming a norm that connects people in and beyond the mobile-first world. The changes in culture are a look into what is next for everyone’s lives.

Hair Rollers

The hottest in hair care. For years, items like the $550 Dyson Airwrap, Drybar Blow-Dryer brush, and even one-step hairdryers and volumizers have crept up on the scene and become front runners in hair routines. Airwraps and the like have been on wishlists for many and are often sold out. Most recently, however, consumers are going back to the basics. Turning to tried and true ways through devices like curling and Flexi rods have given others without the opportunity to pounce on high-priced items to get the voluminous looks they have been looking for. Although staples in specific communities, the seen-on-social to added to cart and purchased pathway continues to broaden globally. The ability to showcase value-add, especially on platforms with short-form content, is helping brands carve out new spaces for themselves.


As the Super Bowl and Olympics round out, game-changing insights have arisen. Broadcast TV continues to be the top outlet for the Super bowl, and streaming has become the top dog for the Olympics. The juxtaposition highlights the shifting desires and consumption habits of viewers. In a fragmented media landscape, it has become clear one medium is not enough; reaching second-screening audiences is paramount.

Subscription Services

Taco time. Taco’s Lover’s Pass, expanded nationally in January, has resulted in a 20% increase in Taco Bell’s rewards membership. The program can be accessed through the brand’s app and is a subscription-based model. The rise of subscription services is not new but has become an essential strategy for food companies across the country. Rerouting consumers to in-app experiences and providing incentives bolsters brand affinity and adds a digital spin to loyalty programs that feel native to newer audiences.

Long-form Video Content

The long haul. Long-form content has been labeled a thing of the past, but brands like TikTok have it in their sights. Instagram Reels and YouTube Shorts have given users new ways to create and cash out in a short time, but mixed-model positions itself as the future. For years, brands have navigated the video formats and adjusted to consumer viewing habits. Most recently, TikTok is diving into extended video length to increase market share and rival platforms like YouTube with its longer videos and scale of viewership. As brands adapt, capturing consumers’ attention in a fast-paced environment will be an ever-evolving feat.

Cannes Lions Names AB InBev 2022 Creative Marketer Of The Year

After consistently hitting the mark on innovative marketing, Anheuser-Busch InBev (AB InBev) has been named Cannes Lions’ 2022 Creative Marketer of the Year.

The accolade comes after AB InBev won 40 Cannes Lions awards across seven countries and 11 brands for its 2020/2021 work: two Grands Prix, two Titanium, nine Gold, 10 Silver and 17 Bronze Lions.

At the helm of the brewing giant’s marketing efforts is Pedro Earp, who’s served as AB InBev’s chief marketing and ZX Ventures officer for the past three years.

“We are only getting started. We will continue to focus on our consumers and customers and leverage data and innovation to deliver creative business solutions that answer real needs and drive consumer, community and commercial impact,” said Earp.

Some of the company’s noteworthy campaigns include Bavaria’s Tienda Circa in Colombia – AB InBev internal agency draftLine’s first Grand Prix—Michelob Ultra’s Contract for Change in the US—which won the PR Grand Prix and an additional eight Lions including a Titanium—and Corona’s The Match of Ages in Mexico, a project that spans over 70 years of classic moments throughout soccer history.

In a LinkedIn post, former Anheuser-Busch chief marketing officer Marcel Marcondes said, “In moments like these, the learnings are what really matter.” Here are a few of his takeaways from this chapter:

Have A Simple And Clear Strategy

“MKT, Creativity and Innovation must always be at the service of strategy. To find solutions for business and consumer problems. This is how you drive growth. Otherwise, it’s just entertainment.”

Put The People You Serve At The Center

“You may (you should) have lots of data, but we build brands for humans, not statistics. True leaders at winning organizations adjust how they work and what they do to better connect with the ones they serve. Even if they need to pivot everything.”

Have A Team That Believes In The Vision

“Experience, skills, competencies. Of course it all matters. But nothing is more important than being surrounded by people willing to give their best because they believe in what they are doing. They will grow fast.”

Cannes Lions introduced the Creative Marketer of the Year award in 1992. Past recipients include: Microsoft (2021), Apple (2019), Google (2018), Burger King (2017) and Samsung Electronics (2016).

AB InBev will be honored at the final awards show of the festival, which is set to resume in person in France this year from June 20 to 24, with digital access available to participants.

Trend Set: Snapchat Name Change, Grubhub Goods

Ayzenberg Junior Strategist Ashley Otah recounts last week’s trends.


Convenience is king. Grubhub expands its ‘Grubhub Goods’ convenience offerings nationwide with the help of its 7-Eleven partnership. People are becoming more comfortable with eCommerce and the speed at which desired items can arrive with one click. Rightfully so, the options to order online and have goods delivered helps people from varying backgrounds and abilities to have their needs met. In addition, the space is rapidly expanding as the competition between competitors quickens. With that in mind, brands must concisely convey value add for audiences with convenience in mind.

Pot Roast

According to her owner, Pot Roast the beloved TikTok cat, has passed. The journey and passing of the cat via social media highlight the interconnectedness of online personalities, their lives, and viewers. Although the relationships between all are purely social, the ripple effect touches the masses even beyond screens. The experience known as parasocial relationships is debated as perfectly normal, not inherently problematic, and dangerous and damaging. However, the humanity of those behind the screens can not be denied as millions of people connect, even if only online, and it is something to acknowledge further.


It’s all in the moderation. TikTok takes steps to protect women and the LGBTQ community by banning deadnaming, misgendering, and more. The video-focused social networking platform has updated its Community Guidelines to reflect these changes and hopefully create a safer space for all to enjoy the application. The outlined actions align with audience expectations and demands for transparency from organizations. The ongoing updating of safeguards and support will continue to be a core attribute consumers look for.


For you, by you. YSL’s best-selling beauty product is continuing to break on the scene. Dubbed as one of TikTok’s must-need viral products, the Rogue Sure Mesure Custom Lip Color Creator is an item that consumers view as the future. Even with a higher price point, reviewers said they “would pay twice the amount for it.” Brands can utilize a white space that satiates a need where others have missed the mark by involving the consumer in the process and providing a level of personalization that they can not get anywhere else.


Name game. The highly requested option to change usernames will be available to Snapchatters starting February 23. The update is a sigh of relief for those who have been on the platform since its early inception. The new feature highlights an underlying desire to change front-facing information on social media. Offering users the option to update information and profiles as beliefs, appearances, and perceptions change allows consumers to navigate life with a digital footprint. This flexibility will be a continued trend as audiences are exposed to social media and entertainment outlets at a younger age.

CNN Chief Marketing Officer Allison Gollust Resigns

This week in leadership updates, CNN marketing chief Allison Gollust steps down, the Crypto Council for Innovation names Sheila Warren chief executive, The Wing promotes Jen Cho to chief executive and more.

CNN Chief Marketing Officer Allison Gollust Resigns

Allison Gollust, CNN’s chief marketing officer, has stepped down. The resignation was first shared via the chief executive of CNN’s parent company in a memo to employees.

The move comes after a company probe concluded that Gollust, Chris Cuomo and former CNN president Jeff Zucker violated news division standards.

Gollust addressed her exit in a comment on Tuesday night:

“WarnerMedia’s statement tonight is an attempt to retaliate against me and change the media narrative in the wake of their disastrous handling of the last two weeks,” she said. “It is deeply disappointing that after spending the past nine years defending and upholding CNN’s highest standards of journalistic integrity, I would be treated this way as I leave. But I do so with my head held high, knowing that I gave my heart and soul to working with the finest journalists in the world.”

Crypto Council For Innovation Taps Sheila Warren As Chief Executive

Sheila Warren has been named chief executive of global lobbying group Crypto Council for Innovation, according to

The cohost of Money Reimagined, Warren counts head of blockchain and data at the World Economic Forum, senior executive at TechSoup and executive director at NGOsource as previous experience.

The Wing Elevates Jen Cho To Chief Executive Officer

Women-focused co-working space The Wing has promoted its marketing head Jen Cho to chief executive.

The appointment comes on the heels of the company’s new flexible membership options, planned Europe expansion and emphasis on a code of conduct for members, guests and staff.

Cho succeeds Wing co-founder Lauren Kassan, who will advise Cho in her first few months.

Wing co-founder and previous chief executive Audrey Gelman resigned in 2020 after complaints of staff mistreatment and the closure of 11 of its locations at the start of the pandemic.

RentSpree Names Channing Fleetwood Chief Marketing Officer

Marketing exec Channing Fleetwood has joined RentSpree as the company’s marketing chief.

Fleetwood joins RentSpree from Laserfiche where he most recently served as vice president of marketing.

Rental Escapes Appoints Willie Fernandez Chief Marketing Officer

Rental Escapes has hired travel and hospitality veteran Willie Fernandez as its new chief marketing officer as part of its initiative to grow brand awareness and drive new strategies.

In his previous role as vice president of sales and marketing at Travel Leaders Group, Fernandez started the company’s first ecommerce site and raised sales by more than $50 million over the course of three years.

Most recently, he was vice president, general manager of the luxury villa rentals division at World Travel Holdings.

Island Records Promotes Sharon Timure To Senior Vice President, Head Of Marketing

Sharon Timure has accepted a promotion as Island Records’ senior vice president and head of marketing, reports Variety.

Timure’s tenure at Island’s parent company Universal Music spans more than 15 years. She most recently served as Island’s vice president of marketing since 2015, working closely with Shawn Mendes, Bon Jovi and others.

Vanguards Fashion Group Hires Christopher Morency As Chief Brand Officer

According to WWD, Vanguards—the parent company of fashion labels Nanushka, Sunnei and Aeron—has hired former editorial director of Highsnobiety Christopher Morency as its chief brand officer.

Morency will be responsible for leading Vanguards’ global brand strategy and identifying new investment opportunities.

Trend Set: Disney+ Livestreams, L’Oréal’s Historic Performance

Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends.


Reading the room. Since the beginning of its data tracking in 2004, NPD Bookscan cites 2021 as the best-selling year for print books. A significant player in the rise of book sales is social media. Spaces like #BookTok on TikTok provide a haven for long-time book lovers and those looking to dive deeper into the world of words. Booksellers such as Barnes & Nobles have taken heed and created BookTok sections in-store and provided easy access to The Most Popular TikTok Books online. The power of social media and the ability to pivot has proven successful as books have surged in popularity. Navigating real-time reactions and recommendations in stride can help brands find their footing in this ever-changing landscape.


The wars wage on. Disney+ ran the first test of its livestreaming capabilities with the Academy Award nominations’ streaming, which hints at future offerings from the service. Recently, there have been more talk surrounding subscription overload and the resurgence of the traditional cable experience. In 2018 – 2021, the most significant factor for canceling subscriptions was the price. Deloitte predicts that in 2022, at least 150 million paid subscriptions to subscription video-on-demand services will be canceled worldwide. With everything becoming a subscription model, brands must provide a value proposition well within audience wallets.


Digital dash. L’Oréal, the French personal care company, recorded a historic performance. 2021 alone extended its e-commerce digital lead by 25.7%, helping mark its most significant growth in 33 years. A critical factor in this growth was the companies exploration and utilization of new digital channels. Often overlooked or given limited shelf life as they arise, new digital channels offer opportunities that are a force spanning all industries. As a result, L’Oréal was able to harness strategic partnership, social and environmental benchmarks, and digital channels, among other things, to close out the year prior fiercely. Matching adapting consumer aspirations and continuing an omnichannel approach looks to be a recipe for success.


Back to the basics. Social users rejoice after the announcement of Nintendo Switch Sports.

Like Wordle, audiences crave simplicity over complexity during continued uncertain times. Siegel+Gale’s research unveils that 57 percent of people are willing to pay more for simpler experiences. Reinventing the wheel may seem like the next best move, but catering to audiences’ craving for simplicity can be an efficient and more profitable resolution.


Going for gold. The 2022 Beijing Olympics have begun. However, the games are on track to be the lowest-rated winter Olympics in American history. The ratings align with the decline in TV programming across the board, which continues to present itself as a feat. Although TV audiences continue a downward trend, digital-viewing behavior in addition to streaming services offers a new future. Combining the varying channels allows wider audiences to interact with TV events that otherwise may have overlooked them. Thus, brand affinity can be bolstered by audiences who can interact, watch, and stream when most convenient for them. Entities that demonstrate agility while they navigate the space will climb their way up the winners’ podium.

Carnival Senior Vice President, Brand And Product Marketing Exits

This week in leadership updates, AMC adds a vice president of growth strategy role, Carnival Cruise Line marketing exec Peter Callaro is leaving, Forbes names Seth Matlins managing director of its CMO network, Medtronic hires Jane Di Leo to lead communications across the Americas, PetHonesty appoints Eric Dahmer as chief marketing officer and more.

Carnival’s Senior Vice President, Brand And Product Marketing Steps Down

On the heels of launching Carnival Cruise Line’s ‘Funderstruck’ wave season campaign, Peter Callaro, senior vice president, brand and product marketing, is departing.

Callaro joined Carnival in September 2019 after spending more than 15 years at Coca-Cola in a handful marketing positions.

AMC Hires Ellen Copaken For New Vice President Of Growth Strategy Role

AMC has tapped Ellen Copaken for its newly created role of vice president of growth strategy.

The move comes as AMC plans to create a new revenue stream through selling prepackaged and microwavable-ready popcorn at US grocery and convenience stores in 2022, it announced in November.

Copaken joins AMC from Sterling-Rice Group, where she was managing director and a partner. She also previously was vice president and general manager of growth channels at Hostess Brands.

Clean Juice Names First-Ever Chief Marketing Officer, B. Quick Chadwick

Clean Juice is adding a chief marketing officer, a role that will be filled by its current vice president of marketing, B. Quick Chadwick.

Chadwick’s promotion follows his four years of leading Clean Juice’s marketing efforts.

Forbes Hires Seth Matlins As Managing Director Of Its Chief Marketing Officer Network

Forbes has hired Seth Matlins as the managing director of its CMO network.

Marlins assumes his new role after having served as the executive vice president of cultural strategy and insights at Endeavor’s full-service marketing agency 160/90.

Medtronic Taps Jane Di Leo As Lead Communications Across The Americas 

Medtronic has appointed Jane Di Leo to oversee regional communications in the Americas.

Di Leo spent over eight years at American Express, most recently as vice president, chief of staff, corporate affairs and communications.

PetHonesty Hires Eric Dahmer As Chief Marketing Officer

PetHonesty has named Eric Dahmer as its new chief marketing officer.

Dahmer joins PetHonesty after serving as vice president and head of marketing at Nature’s Way USA.

Wienerschnitzel Elevates J.R. Galardi To Chief Executive Officer 

Wienerschnitzel has promoted J.R. Galardi to chief executive officer, according to Restaurant News

The title has been added to Galardi’s current position as Galardi Group Inc. president, which he’s held since 2017. 

In his expanded role, Galardi will oversee all Galardi Group Inc. concepts including Wienerschnitzel, Tastee Freez and Hamburger Stand.

Grupo Elektra Names Elena Alti Ortiz Chief Marketing Officer

Grupo Elektra’s supervisory committee has named Elena Alti Ortiz chief marketing officer.

Most recently Ortiz was head of digital marketing at Banco Santander.

Vice Media Group’s 2022 Culture Guide

Through its data analytics and ongoing dialogue with its network of journalists, creators, tastemakers and youth audience, Vice Media Group (VMG) has its finger on the pulse when it comes to understanding and predicting Gen Z behavior. For its 2022 Guide to Culture, VMG compiled 10 Gen Z trends, or “culture codes,” brands should utilize if they want to keep up with the audience’s changing beliefs, desires and norms.

#1. Tap Into Gen Z’s Need For Self-Exploration

The pandemic ignited young audiences’ desire to try new modes of living, learning and earning. As their approach to success evolved from a state of absolute to non-linear, new platforms emerged that enabled collaboration and value creation—such as decentralized autonomous organizations (DAOs) and social media creator funds.

According to Vice’s research, 65 percent of high schoolers said they’ll follow their own educational path while 72 percent of young people said they’ll value side hustles just as much as they did or even more than they did pre-pandemic.

A subtle shift from self-expression to self-exploration has ensued. In response, brands will have to tap into young people’s need for exploration and self-discovery. Connecting to shared values of innovation, experiment and growth will build affinity. So will giving them a higher level of agency, or allowing them to experience the brand the way they please.

#2. Help Gen Z Discover Who They Are

As more consumers shun the idea of perfection, commoditized wellness and quick self-help fixes, Gen Z has embarked on a quest for self-knowledge and self-acceptance. They no longer assign a positive or a negative value to the appearance of their body and face.

As the conversation shifts from loving yourself to understanding yourself, 64 percent of Gen Z said that going to therapy will be more common in 2030. Brands will need to acknowledge that wellness is no longer purely about aspiration—it must also be about acceptance. Savvy brands will become a guide to help Gen Z discover who they are, not how they can appear more perfect.

#3. Be A Creativity Conduit

As creativity presents itself as a solution to societal problems and innovation, it has become more accessible and therefore a foundational element of Gen Z’s sense of self.

New platforms like Strada have launched, giving the demographic a chance to reclaim autonomy and build community.

With 70 percent of youth saying they consider themselves to be really creative and 74 percent saying they believe creativity will be the most important skill in the future workplace, VMG predicts there’ll be creative breakthroughs as people share their experiences and ideas.

The perception of creativity will shift from novelty to utility. In response, brands should position themselves as a conduit to creative energy for young consumers, helping them apply their power not only for expression but also for activism, societal change and self-purpose.

#4. Display A New Level Of Radical Intimacy

Feelings of burnout and isolation surged during the pandemic as we avoided human-to-human contact. The topic of mental health unified people, athletes, rap stars and countless others as they expressed vulnerabilities publicly and shared their personal struggles. 

Sixty-four percent of young people said they’ll seek more meaningful connections when it comes to dating and 53 percent said they experienced better communication in their relationship as a result of the pandemic.

On youth’s quest for candor and to dismantle tired notions of weakness, brands will be expected to display a new level of radical intimacy and ditch the corporate jargon and glitzy facade. This means they must also offer Gen Z consumers a glimpse into the backstory of their brand and the people behind it.

#5. Team With Influencers Creating Enriched Learning Experiences

The evolution of influencers from “takers” to “makers” to “teachers” has given Gen Z reason to seek out creators offering life skills and lessons. Gen Z is drawn to creators who can help them navigate the world through unfiltered access to the creators’ own lives. 

Messages that matter and those at the intersection of activism and social change have captured Gen Z’s attention. Seventy-six percent of Gen Z said they identify as an activist and 70 percent said they’ll use social media to voice concerns and create change.

Brands should consider whether an influencer’s content is influential – does it offer up enriched learning opportunities and genuinely deliver on youth’s desire for growth while giving them control of the lessons’ application?

#6. Rethink Stories And Products For Multi-Sensory Modalities

Virtual reality is advancing and big tech companies are building the metaverse. Along the way, consumers will demand multiple forms of sensory experience. Ericsson Research predicts that by 2025 people will use all senses online. And according to VMG’s data, 88 percent of Gen Z said immersion is what makes an experience fun.

Brands will have to rethink narratives and products and determine how they come alive in Web3, the metaverse and across multiple senses in an authentic way that nurtures a connection between consumers.

#7. View Local As The New Global

More and more Gen Z refuses to believe that anything good must come from big cities, according to VMG. The local seeds being planted will grow into a global culture as 46 percent of Gen Z said they prefer to live in smaller towns than big cities and 90 percent would love to get to know their neighbors.

Niche and varied microcosms, as well as global subcultures, are sprouting on social media and in real life, building global communities based on local tastes and shared interests. People from around the world now have the power to shape cultural conversation on a mass scale. This gives brands an opportunity to tap into local communities’ rich cultural narratives and give local players a voice.

#8. Design For Disfluency

Virality is dead and the race to deliberately disrupt is on. Forty percent of global youth said that moving forward they’ll seek more content that uncovers stories that aren’t being told.

VMG’s natural language processing and content analytics revealed a growing trend among its YouTube audiences—viewers are increasingly seeking out content that goes places others won’t as well as content that juxtaposes light and dark.

Dark Side of the Ring—which presents the world of WWE through the lens of the people in it—remains Vice TV’s number one show of all time, notes VMG.

Brands must defy expectations and inspire untapped curiosities that consumers never knew they had. To do so, VMG suggests analyzing the typical approach, what others are doing and a tried and tested blueprint. Then rip them up completely.  

#9. Revive The Funny And Surreal

In trying to grapple with climate degradation, civil and social unrest, and COVID, Gen Z is looking for a fast exit. Enter: surreal and absurd escapes. One such escape is “reality shifting,” or the act of moving your consciousness to an altered state. TikTok’s #shiftingrealities hashtag has 2.9 billion views and contains videos that, for example, explain how to become Harry Potter villain Draco Malfoy.

Gen Z is also seeking solace in the mystical through tarot, energy healers and astrology. Vice’s horoscopes saw a 103 percent increase in sessions in 2021.

Absurd humor is sought out by 50 percent of Gen Z for a moment of catharsis. Video games also provide an exit, with 40 percent of those who increased the amount they play video games saying it’s because it gave them the means to escape reality.

VMG suggests brands extend past peak purpose marketing and pepper in humor and surreal content, though it cautions against confusing the latter with superficiality. Brands should still test these newfound realms in a culturally sensitive way.

#10. Allow Space For Dialogue

Due to polarization, society has reached an impasse in understanding others but Gen Z is pushing back, urging people to create a space where everyone can feel comfortable in the gray zone.

With 67 percent of young people saying they don’t trust any internet or mobile network providers with their data, many are turning to underground destinations and micro-communities where they can discuss subjects freely.

Gen Z is also demanding nuanced definitions. More Gen Z respondents than any other generation reported identifying as not heterosexual, not cis-gender and not strictly masculine or feminine, according to VMG. The majority said they understand why labels are useful but still find them too limiting. In addition, 71 percent said people’s identities will be more complex in the future.

VMG’s advice to brands: Run toward chaos. In other words, navigate spectrums of possibility, entertain nuance and allow for diversity of opinion, person and spirit.

Vital Farms Appoints Kathryn McKeon As Chief Marketing Officer

This week in leadership updates, Vital Farms names Kathryn McKeon chief marketing officer, Audacy, Inc. hires Adriana Rizzo as senior vice president of consumer marketing, Downlite appoints Jannice Cameron as vice president of marketing and more.

Vital Farms Promotes Kathryn McKeon To Chief Marketing Officer

Vital Farms has elevated Kathryn McKeon to chief marketing officer.

McKeon assumes her new role after having served in numerous positions at Vital Farms since 2016 including brand manager, director of marketing and vice president of marketing.

Audacy, Inc. Scouts Adriana Rizzo As Senior Vice President Of Consumer Marketing 

Audacy, Inc. has appointed Adriana Rizzo as senior vice president of consumer marketing. 

Prior to this, Rizzo was vice president of marketing for Discovery+ where she focused on brand strategy, performance marketing, and acquisition and subscriptions.

Downlite Hires Jannice Cameron As Vice President Of Marketing

Downlite has named marketing veteran Jannice Cameron as its newest vice president of marketing.

Cameron joins after having served as chief marketing officer at Himatsingka.

Vinik Sports Group And The Tampa Bay Lightning Names Matt Corey Chief Marketing Officer 

Vinik Sports Group and The Tampa Bay Lightning have appointed Matt Corey as the organization’s new chief marketing officer, according to

Previously, Corey was the PGA Tour’s chief marketing officer.

DraftKings Promotes Stephanie Sherman To Chief Marketing Officer

This week in leadership updates, DraftKings elevates Stephanie Sherman to chief marketing officer, Shondaland announces two executive promotions, Kind Healthy Snacks names Kelly Solomon global chief marketing officer and more.

DraftKings Elevates Stephanie Sherman To Chief Marketing Officer

Ahead of Super Bowl 56, DraftKings has promoted Stephanie Sherman to chief marketing officer, reports Adweek.

During her two-year tenure as the service’s senior vice president of marketing, Sherman led DraftKings through its first Super Bowl ad last year which made in-app engagement spike.

Sherman has twice been named one of the most powerful women in sports by Adweek.

Shondaland Announces Two Leadership Promotions

Shondaland has elevated Chris Dilorio to chief marketing officer. Dilorio previously was chief strategy and business development officer for Shondaland.

The company also promoted Alison Eakle to chief content officer, TV and film. Eakle accepts the new, expanded position after serving as Shondaland’s executive vice president, head of creative development.

Hubble Names Elliot Baldini Chief Marketing Officer

Hubble has tapped longtime marketing executive Elliot Baldini as chief marketing officer.

Baldini joins Hubble from School of Rock where he most recently was chief marketing officer.

Kind Healthy Snacks Appoints Kelly Solomon As Global Chief Marketing Officer

Kind has hired Kelly Solomon to lead its global marketing efforts, according to Food Business News.

Solomon previously was senior vice president, consumer marketing, at Mac Cosmetics.

Logitech Calls On Next-Gen Creators To Challenge The Status Quo

In today’s ever-growing digital, world fame has many faces. Logitech’s latest campaign “Defy Logic” is a testament to the importance and influence of creators. Together with Grammy-winning singer, songwriter and self-love advocate Lizzo, the Swiss-based brand is inviting the next generation of creators to challenge the status quo and rethink how they work, create and play.

The campaign’s 90-second anthem video, set to a snippet of Lizzo’s new song “Special,” shows how popular creators including NFT artist Defaced, comedian and chess champ Elsa Majimbo and 15-year-old fashion designer and entrepreneur Kheris Rogers are pushing the boundaries in their respective fields using Logitech’s new digital pen and gaming keyboard.

In the video, a Met Gala-ready dressed Lizzo introduces the viewer to a whole new digital world through her Logitech StreamCam Webcam. In one scene, beauty influencer Bretman Rock hosts a livestream as the words “This is a full-time job” appear. When live code artist and producer DJ Dave is shown coding via her Logitech keyboard, the brand reminds us that, “This is an instrument.” And as TSM gaming creator Danucd competes during an esports tournament, Logitech says, “This is an athlete.”

“As the lives of our consumers and customers evolve, so does their mindset. Defy Logic celebrates everyone courageous enough to challenge the old logic of the past and enables those who prove that passions can turn into careers, careers don’t require offices and art doesn’t require a canvas,” said Najoh Tita-Reid, global chief marketing officer for Logitech.

The “Defy Logic” campaign will run across cable, connected TV, online video, out-of-home and on digital and social platforms.

According to Logitech’s research, Gen Z are expressive, style-conscious and live life by their own rules. Some of the company’s latest products feature a retro feel and fun colorways to appeal to the young generation. For example, its new wireless Pop Keyboards include keys that tap into the addictive typing ASMR phenomenon, five of which are programmable emoji keys. The Logitech Pop Mice features comfortable buttons and shortcuts for muting your mic, snipping your screen and sending emojis.