Millennial Shoppers Turned Off By Traditional Marketing, Study Shows

With giants such as Amazon gaining an ever-stronger presence in the retail space, brick-and-mortar stores have a lot to be worried about. But a study conducted by Euclid, which surveys 1,500 consumers in the US, shows that it’s not all necessarily doom and gloom. In fact, the report finds that understanding current shopping habits, particularly those of millennials, may be the key to adapting retail brands and their marketing approach to current and future shoppers.

The report found three major trends in the retail space—the first being that new buying models, particularly subscription boxes, are changing the way consumers think about stores. Secondly, the millennial generation is turned off by traditional marketing and third, there’s a growing sense of channel agnosticism, meaning that shoppers are generally open to regularly using multiple channels.

To address these trends, the report explains that retailers need to reduce friction for shoppers while using a variety of channels to provide blended experiences to a broad group of consumers. Shoppers respond to creative, distinctive and playful offerings that differentiate brands from the competition.

Specifically, Euclid found that pop-up stores were effective at drawing in shoppers, and they work both within established retail spaces or as standalone locations. The former offers novelty that will enliven the brand for consumers. The fear of missing out acts as a strong driver for people to get out and go shopping. The study found that 38 percent of people who shopped online each week would check out a pop-up store. Additionally, 50 percent of subscription box users and 29 percent of traditional brick-and-mortar shoppers said the same.

“The concepts of personalization, convenience and connection are central to the millennial buyer—and that’s apparent in this demographic’s expectations, preferences and opinions on their retail experiences,” states the report.

Compared to Baby Boomers and Gen Xers, millennials are the most channel agnostic, and have no problem with switching between online and physical stores, or combining both, as their needs require. About one in three use a subscription service, showing a strong preference for this shopping model while most Boomers and Gen Xers still relied on in-store shopping.

There are two main drivers that get millennials out to stores, the first being group shopping with friends and family, indicating that the group seeks immersive and shared experiences. At the same time, millennials are far more likely to shop online to pick items up from the store for quick get-in/get-out experiences, which benefits retail brands that offer these services on their web pages or apps.

Additionally, millennials regard marketing as a turn-off, not a draw. According to the study, “Advertising isn’t a needle-mover for millennials the way it is for other generational demographics.”

For 53 percent of Baby Boomers and 40 percent of Gen Xers, an ad showing an item they want is enough to warrant a store visit, but less than a third of millennials said the same. Millennials also generally don’t care for email marketing, but that trend crosses generations, with about half of respondents from other groups stating that they would unsubscribe from a brand if they received too many messages.

In order to effectively reach millennials, brands need to offer a blend of technology, personalization and price. Price is the strongest motivating factor, and brands can couple digital coupons with outreach to establish millennial engagement. All three groups said that they would like to see stronger technology integration and curation to help them find the products that best serve their needs, suggesting that projects such as Alibaba’s New Retail Strategic Opportunities fund might have a future in the US.

Thoughts? Continue the conversation at @alistdaily.

MillerCoors Abandons Two Hats Beer Brand; Unable To Attract Millennial Tastes

After just six months of marketing heavily to millennial drinkers with its youth-focused Two Hats brand, MillerCoors decided to pull the plug on the self-described “good cheap beer.” It seems, despite an aggressive “Wait, What?” digital campaign that leveraged influencers across YouTube, Snapchat and Instagram, the brewery was unable to impress millennials, who are drinking fewer alcoholic beverages overall.

Those who do drink generally show a far greater preference for spirits and wine—consuming about 42 percent of all wine in the US in 2015 according to a report from Wine Spectator—the latter of which has been marketed as inexpensive, fun and even health-conscious beverages.

MillerCoors launched Two Hats in February, specifically targeting 21- to 24-year-old consumers who think that beer is too expensive and doesn’t taste very good. This demographic has been particularly difficult for the beer industry to engage with compared to older generations. Beer consumption for this audience has fallen by 3 percent over the past 15 years, but the company felt that it was imperative to reach out, as they will comprise about 40 percent of legal-age drinkers by 2020.

To address this audience, MillerCoors collaborated with alumni from The Remix Project, a Chicago-based incubator program, to help adjust the tone of the campaign. Using the message, “Good cheap beer is coming… so stop your wine-ing,” MillerCoors launched a campaign that relied heavily on digital, influencer, social and experiential marketing to reach drinkers on mobile phones, tablets, streaming devices and gatherings such as music festivals, street fairs and sporting events.

The campaign included content such as shareable memes and gifs on social media platforms, including College Humor, Facebook and Instagram. In total, the company said that its campaign included over 200 short spots developed in partnership with Spotify, Snapchat, YouTube, BleacherReport and The Onion.

Its debut videos on YouTube featured the spectacular destruction of wine bottles, shots and mixed drinks in an effort to encourage young consumers to try beer. The brewer also partnered with influencers, including Scotty Sire and Zane Hijazi, who made branded videos and Instagram posts, in addition to planning a video series with College Humor that was estimated to reach 29 million viewers. Meanwhile, social media posts leveraged occasions ranging from Earth Day to LGBT Pride Month and first job scenarios.

On the experiential side, MillerCoors invested in a large-scale sampling campaign to try to get millennial drinkers to switch over to beer. Partnering with Spotify, the company hosted tasting parties featuring musicians such as Shallou, who played alongside a string quartet.

This extensive campaign seemed to be working at first, with the company reporting in April that Snapchat engagements were higher than the industry average and consumers were watching branded YouTube videos two times longer than average. However, the run ended in August after the company reported both volume and profit declines in its second quarter. Two Hats will be removed from stores by 2019.

Although MillerCoors will continue to reach out to young drinkers in the future, it decided to focus its spending and attention on its Coors Light and Miller Lite brands, both of which appeal to an older demographic, in addition to the Mexican import beer Sol. But, perhaps all adult beverages should be worried about losing young drinkers, as the generation after millennials may end up with a preference for cannabis over alcohol after more states decriminalize the substance.

Thoughts? Continue the conversation at @alistdaily.

On Brand: Unilever’s Aline Santos On The Importance Of Brand Purpose

When 2.5 billion consumers use and trust your products each day, it is a brand’s responsibility to be mindful of how it shapes the world around it. This is a core ideal for consumer goods company Unilever.

Aline Santos, global executive vice president of marketing and head of diversity and inclusion at Unilever told AList that the proof is in the results. She explains that when the company employed non-stereotypical ads, they yielded 25 percent more branded impact.

Brand purpose is a fundamental element [of marketing],” said Santos. “If you have a brand that does not have a purpose, people are not going to be interested in talking about stain removal for long—you have to have something behind stain removal to talk about. Purpose is the biggest enabler for us to create content that people seek out.”

After a year of implementing a purpose-driven marketing strategy, Unilever decided to share the information with others. Introduced in 2017, the UnStereotype Alliance includes brands like Unilever, Johnson and Johnson and Proctor and Gamble—companies that normally don’t “sit together,” but unite under a shared goal.

Today, Unilever has a new goal for itself—to change stereotypes not just in advertisements but in the content it supports with advertising dollars. The company has also presented a number of Hollywood studios and producers with the opportunity to co-create “unstereotyped” content. This way, Santos explained, the company would feel more comfortable investing advertising dollars in content that shares its marketing values.

Dove, for example, signed a three-year partnership with Cartoon Network and animated show Steven Universe in April. The partnership includes six animated short films that focus on self-esteem and body confidence.

“More and more, our consumers are moving from TV and interruption advertising into something else that they can curate. We want to be part of this content in a way that is more progressive.”

Starbucks And Alibaba Partner For Integrated Coffee Delivery Service In China

Starbucks and Chinese retail and tech conglomerate Alibaba Group announced the formation of a strategic partnership to create a coffee delivery service in China. With pilot programs launching in Beijing and Shanghai in September, the initiative will leverage partners such as the Ele.me on-demand food delivery platform while “Starbucks Delivery Kitchens” are planned across Hema supermarkets for order fulfillment.

Ultimately, the two will expand the delivery service to cover 30 cities and 2,000 stores by the end of the year in addition to using Alibaba’s network of brands—including Tmall, Taobao and Alipay—to establish a virtual Starbucks store for personalized online experiences.

In a statement, Starbucks Coffee Company CEO and president Kevin Johnson said, “Thanks to the elevated customer experience delivered by our over 45,000 partners, Starbucks is growing and innovating faster in China than anywhere else in the world. Our transformational partnership with Alibaba will reshape modern retail, and represents a significant milestone in our efforts to exceed the expectations of Chinese consumers.”

With this program, customers will be able to buy beverages using either the Starbucks app or Alibaba’s suite of mobile apps, which include Taobao, Alipay, Tmall and Koubei. Additionally, customers will be able to send coffees to friends and loved ones through the “Say It With Starbucks” social gifting platform, and plans are underway to integrate the Starbucks Rewards program into all systems.

In combination with other initiatives, the partnership with Starbucks is another step in Alibaba’s broader New Retail plans to reshape China’s retail market by merging online and offline platforms.

The New Retail Strategic Opportunities fund was launched in 2016 and has been making strides in transforming retail using artificial intelligence and other technologies. For example, it partnered with clothing brand Guess in July to launch an AI-driven concept fashion store in Hong Kong.

Alibaba has also been investing heavily into out-of-home, putting $2.23 billion into Focused Media, a company that operates outdoor digital screens in Singapore, Hong Kong and China. The company currently claims to reach 200 million Chinese consumers across 300 cities with plans to grow that number to 500 million people in 500 cities.

The e-commerce giant also put $867 million into the physical home goods and DIY retail store chain Beijing Easyhome Furnishings in February, making it the fourth major investment it made into brick-and-mortar type retail stores. The other three include hypermarket (mega-sized big box stores) operator Sun Art, the InTime shopping malls and rival offline electronics retail giant Suning.

This Week’s Exec Shifts: Under Armour And Telstra CMOs Exit; Pret A Manger, Duolingo, NFL Media Hire Marketing Heads

This week, Under Armour’s CMO leaves, Telstra removes the role altogether, while Pret A Manger, Duolingo, Nestlé Waters North America, The Vitamin Shoppe, NFL Media and others hire marketing heads.

Check out our careers section for executive job openings and to post your own staffing needs.

Under Armour Brand VP Departs

Adrienne Lofton, who was appointed to senior vice president of global brand management at Under Armour in 2015, is leaving the Baltimore-based sportswear brand to “pursue other interests,” according to a statement. Although there is no official confirmation yet, Lofton reportedly accepted a position at rival company Nike. Under Armour’s head of global brand management Attica Jaques, who joined the company in 2016, will take over Lofton’s duties.

Pret A Manger Creates New Marketing Role

Former Just Eat chief marketing officer Barnaby Dawe has joined organic food shop Pret A Manger in the newly created role of chief customer officer. Dawe will be responsible for all of the company’s global marketing and communications in addition to leading its e-commerce platform when it officially steps into the role on October 1.

New Marketing Head Joins Winegrower Group

The Thornhill Companies, the umbrella brand for several California winegrower families, announced the appointment of Philip Pryce as its director of marketing. He is tasked with helping to oversee the company’s growth plan in the coming years.

Nicholas Miller, vice president of sales and marketing at The Thornhill Companies, said in a statement, “Phil is a leading industry executive with a proven track record of success. His level of experience and passion for the wine business are essential elements in our overall growth plan and he will no doubt be a key player in the future success of The Thornhill Companies.”

Consultant Joins Vitamin Shoppe As SVP And Marketing Head

Specialty retailer Vitamin Shoppe announced that David Mock, who has been serving as a consultant since January, has joined the company as executive vice president and chief merchandising and marketing officer. Mock’s role went into effect on July 30, and the news follows the appointment of Sharon M. Leite as the Vitamin Shoppe’s new chief executive officer in July.

“We are delighted to have Dave join the Vitamin Shoppe leadership team,” said Vitamin Shoppe chairman Alex Smith in a statement. “He is a talented and experienced retail executive with significant experience in retail transformation and a proven track record of successfully implementing strategies and rapidly turning around retailers driving top line growth and improved profitability.  We look forward to working with Dave as we continue building on the transformational work that is underway.”

Language Learning App Names CMO

Popular language learning service Duolingo announced the appointment of Cammie Dunaway as its first-ever chief marketing officer. Dunaway is the former president and CMO at KidZania, and was CMO at Yahoo prior to that. She is tasked with growing Duolingo, which currently has over 300 million users worldwide, as a subscription service. In an interview, she said that Duolingo plans on using brand marketing alongside traditional performance marketing to not only acquire more users, but also convert current ones into paying customers.

Former Airbnb Exec To Lead Marketing For Sendle

Australian courier service Sendle announced that Eva Ross, a former Airbnb business, marketing and operations executive, has been named as chief marketing officer. She replaces co-founder and CMO Craig Davis, who is stepping away from the role and day-to-day operations.

NFL Media Picks New VP

Greg Polcsa has been appointed to the newly created role of vice president of NFL franchise and network marketing at NFL Media. In this position, he will oversee the marketing efforts for Thursday Night Football and NFL Network shows, which include Good Morning Football, NFL Total Access, the entire Sunday NFL GameDay lineup and more. Other responsibilities include leading the NFL Network’s preseason, combine, draft and postseason marketing efforts.

In a statement, NFL Media senior vice president of marketing Julie Haddon said, “Greg is a fantastic addition to our marketing team. I’m thrilled to have someone with his deep brand, digital media and storytelling experience on our bench as we think about new ways to attract, engage and retain our NFL fans.”

Marketing VP Joins Nestlé Waters North America

Nestlé Waters North America has announced Yumi Clevenger-Lee as vice president and chief marketing officer. The marketing veteran, who most recently served as the Latin America region marketing director for Cereal Partners Worldwide, begins her role on August 1. She replaces Antonio Sciuto, who left the position to pursue other interests, and is tasked with overseeing the company’s US marketing operations.

“I am delighted that Yumi will be joining the NWNA team,” said Nestlé Waters North America president and CEO Fernando Mercé in a statement. “I am confident that her passion for consumers and proven track record of putting them at the heart of new product and campaign development will help us to further our leadership position in the bottled water industry.”

Pernod Ricard Appoints Global Marketing Director

Global distilled spirits brand company Pernod Ricard has appointed Darryn Hakof as global marketing director for Pernod Ricard Winemakers amid an ongoing reorganization of its senior management team. Hakof first joined the company since 1999 and has served in multiple management, business development and brand development positions. Most recently, he served as Pernod Ricard’s director of strategy and new business.

ADT Names Chief Marketer

Home and business security company ADT announced that Jochen Koedijk has joined the company as chief marketing officer. In this role, Koedijk will lead digital and brand marketing strategies and initiates for the company. Prior to the appointment, he served as vice president of marketing at Chewy.com. Jamie Haenggi, who previously oversaw marketing, is now the company’s chief customer officer.

“Customer retention and lead-generation is significantly driven by digital engagement, and Jochen’s leadership experience with world-class organizations such as Amazon, Chewy, and Electronic Arts is an immediate asset to our organization,” said ADT President Jim DeVries in a statement. “Jochen is a marketing innovator, and we’re excited for him to build upon the ADT brand for our next generation of customers.”

Live Nation Makes Two Appointments

Entertainment events company Live Nation announced Anna Plumley as senior director of marketing. Before joining Live Nation in June, Plumley served as the tour marketing director at AEG Presents and has 14 years of experience with live entertainment promotion. Her appointment coincides with Steve Ackles being named as senior director of touring

In a statement, Live Nation President of US Concerts Bob Roux said, “With the expansion of our touring team, Live Nation is able to service an even wider breadth of artists and help them cultivate the best live experience for their fans. Steve and Anna have already hit the ground running and we’re thrilled to have them on our team.”

Panasonic Aviation Hires New Global Marketing Head

Gaston Sandoval, who most recently served as senior vice president for global marketing at the fintech company OpenLink Financial, has joined Panasonic Aviation as global head of marketing and product management. In this role, Sandoval will oversee the Panasonic Aviation’s product and marketing strategy as it transitions into a digital platform and services company. His responsibilities include the company’s branding, product marketing, performance marketing and content marketing in addition to managing communications and products.

Marketing Chief Joins Audi Australia

Audi Australia has named Nikki Warburton as chief marketing officer. She takes over the luxury car company’s marketing duties from former marketing and communications director Anna Burgdorf, who exited Audi Australia in early July. Warburton previously served as group director at media company Austar United Communications until it was sold to Foxtel in 2012.

Temporary Mayo Clinic Marketing Chief

Minnesota Super Bowl Host Committee CEO Maureen Bausch has agreed to step in as the Mayo Clinic’s interim chief marketing officer while the organization makes changes to its marketing leadership. Bausch has been serving in the position since May and joins as Mayo Clinic’s CEO Dr. John Noseworthy is retiring. A search for Dr. Noseworthy’s replacement is currently underway.

Telstra Removes CMO Role

Australia’s largest telecommunications company Telstra, amid a major restructuring effort among its senior executive team, announced significant changes to its leadership. Chief among them is the removal of the chief marketing officer position—the role will be integrated into other teams. That means Joe Pollard, who has been with the company since 2014 and most recently served as chief marketing officer and group executive media, will be leaving.

IBM Marketing Chief Makes Move To Japan

Lisa Gilbert, who served as IBM’s chief marketing officer in the UK and Ireland, will is transferring to the role of chief marketing officer in Japan. She has worked at the tech company’s London office for two years and was the vice president for marketing transformation operating from New York City before that. Gilbert has been with IBM since 1996.

Honestbee Picks New Marketing VP

Singapore-based online grocery and food delivery chain Honestbee named Christina Lim as its new vice president of marketing. Lim previously served as managing director for Dentsu Singapore and as a marketer for online grocery chain NTUC FairPrice. In her new role, she will lead the Honestbee marketing team as it continues to drive brand loyalty and awareness across different channels.

Airbnb Marketing Chief Leaves For Shangri-La

Ben Hallam, the global marketing chief for Airbnb, announced that he is departing from the role to become the head of customer engagement at Shangri-La Hotels and Resorts in Hong Kong. Hallam has been with the short-term lodging company since 2016 and was promoted to global marketing lead in January. In his new role, he will oversee the hotel chain’s strategic partnerships in addition to the end-to-end customer journey.

Marketing VP Joins Native Advertising Platform

Erin McCallion has been named as Outbrain’s new vice president for US marketing. In this role, her responsibilities will include US marketing, global communications and public relations initiatives. Prior to joining Outbrain, McCallion oversaw marketing and public relations initiatives as vice president of global marketing at Mediaocean.


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 3. 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 Facebook Menlo Park, CA
VP, Marketing, The Walt Disney Studios Disney Burbank, CA
VP, Brand Marketing Aéropostale New York, NY
Head of Lifecycle Marketing Dropbox San Francisco, CA
Head of Performance Marketing Strategy Uber San Francisco, CA
Head of Integrated Marketing, Fire TV Amazon Seattle, WA

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

North Face Launches Lofty Experiential Pop-Up With ‘The Pinnacle Project’

The North Face hid a pop-up activation on top of a mountain for its new “Pinnacle Archives” campaign. Accessible only on foot by those willing to hike for hours, the reward is being able to view, seek inspiration from and bid on gear worn by The North Face’s accomplished athlete partners.

The Pinnacle Project’s appeals to the outdoor gear brand’s core audience through inspiration, challenges and cause marketing.

A small red tent bearing The North Face logo was placed in Val San Nicolò in the Italian Alps last weekend—the first of many such marketing activations planned by the outdoor gear brand. The Pinnacle Project pop-up will remain for eight days on the mountain, where hikers can view collector’s items that once belonged to adventurers such as Alex Honnold, Conrad Anker, Simone Moro and Caroline Ciavaldine.

The items have been restored and labeled with an inspirational message from each athlete. Proceeds from the auction will go “back to the mountain,” The North Face says on its website.

Consumers are provided only with GPS coordinates and a countdown to the next event, which will occur in Berlin followed by Manchester this fall. The Pinnacle Project’s themes are in step with The North Face’s “Never Stop Exploring” slogan and appeals to its most motivated audience members with a fear of missing out (FOMO)—not to mention “travel bragging” photo opportunities for Instagram.

The North Face has embraced cause marketing as part of its overall brand message, launching its “Move Mountains” initiative in April. The initiative includes a series of videos that highlight females who are leading in their respective fields, female-focused catalogs, retail locations and partnerships with brands like The Girl Scouts of America and National Geographic.

Cause marketing is on the rise thanks to evolving consumer sentiment. An April study by Kantar Consulting found that businesses with a high sense of purpose have experienced a brand valuation increase of 175 percent over the past 12 years. A July study by Fuse found that 67 percent of teenagers were more likely to purchase from a company that supported a cause than one that doesn’t.

Naturally, outdoor brands are campaigning to protect the environment, promoting sustainability and conservation efforts. Pinnacle went so far as to sue the Trump Administration in defense of two Utah monuments.

Woolrich Partners With Lauryn Hill For ‘American Soul’ Collection, Campaign

Woolrich is partnering with musicians for a new campaign called “American Soul Since 1830” designed to embody the brand’s 187-year US heritage. Partnering for the Fall 2018 collection is singer Lauryn Hill in her first fashion campaign.

“American Soul Since 1830” is being launched just in time to take advantage of Hill’s tour celebrating the 20th anniversary of the release of The Miseducation of Lauryn Hill. In addition to becoming the brand’s first spokesperson, Hill customized several designs that will debut at Woolrich stores and retailers throughout North America and Europe.

“The opportunity to work with Ms. Hill was the perfect start to our ongoing ‘American Soul’ project, highlighting Woolrich’s American heritage,” Andrea Canè, creative director of Woolrich said in a press release. “We wanted Ms. Hill to bring her unique artistic eye to the product and DNA of the brand so we invited her to put her own spin on these classic Woolrich styles, reflecting her interpretation of ‘American Soul.’ ”

In a video spot for the campaign, Hill is filmed in New York City wearing Woolrich outerwear such as an Arctic Parka that she customized with appliqués and screen printing. A quote from Hill scrolls over the video, playing a slow, spare version of her 1998 track “Ex-Factor.” It’s no coincidence that they filmed in Harlem, where Hill shot the video for her 1998 single Doo Wop.

Woolrich has a long history interwoven into American history, from making wool blankets for Civil War soldiers and inventing the “Pennsylvania Tuxedo.” In the last few decades, the brand has expanded to other countries, but the “American Soul” campaign will remain in the US.

The brand’s “American Soul Since 1830” campaign uses Hill’s description of soul music as an example of how tradition and survival are an integral part of US history—what it means to have “American Soul.”

“American soul music, to me, is a continuum, a tremendous legacy of tradition if you will that communicates love’s survival—through hardship, suppression and other challenges,” reads the campaign video.

The Lauryn Hill collaboration, in tandem with the five ambitious Woolrich flagship stores being opened around the world, suggests a slight rebrand for the company; one focused on the worn-in, almost-200 year history of the fashion label.

New On AList: The Job Board For Marketing Executives; Industry Events Calendar

Earlier this month, I wrote about the utilities we are developing at AList to become the go-to resource for your day-to-day. I am pleased to announce that today we are launching a jobs board dedicated exclusively to senior marketing roles as well as an update to our industry events page, which will allow for our community to post new positions and events.

With the increasing difficulty of finding and hiring qualified talent in the industry, we want to make it easier to reach an educated and senior base of talent across our readership.

If you are staffing your team, you can now tap into our global community of marketing leaders and up-and-coming talent to meet your needs.

Post A New Position

If you are looking for a new opportunity, this job board is dedicated to hosting and curating positions with brands who are seeking experienced marketing know-how.

View Companies Who Are Hiring

Finding it difficult to navigate the noise with “must-attend” events seemingly happening every day? Feel like you’re missing the boat? Check out our industry events calendar to see what’s on our radar.

If you’re producing an event for the marketing audience, host your event on our site by purchasing post credits here.

Ralph Lauren Grows Q1 Revenue Using Increased Marketing Focus

Ralph Lauren reported that its net revenue for Q1 Fiscal 2019 increased by three percent to $1.4 billion, driven by sales in Asia—a key growth region—and Europe. The fashion brand credited this growth to a renewed focus and investment in its marketing efforts across digital channels, putting consumers at the center of everything. On its earnings call, Ralph Lauren CEO Patrice Louvet said that the company would continue executing its five-point strategy, which includes:

  • Winning over a new generation of consumers
  • Energizing core products and accelerate underdeveloped categories
  • Driving targeted expansion in its regions and channels
  • Leading with digital
  • Operating with discipline to fuel growth

The company increased its marketing investment by 20 percent compared to last year, focusing mainly on its Spring Polo campaign featuring white Polo shirts, leading to global sales and double-digit growth in the menswear category. The company continues to engage with a younger generation of consumers by relying on celebrity influencers who wear its products at key events such as Wimbledon. Launching CP93 limited edition collection with callbacks to its roots in the Americas Cup sailing race amplified the Wimbledon sponsorship while elevating the brand’s voice overall.

“Our goal is to recruit millions of consumers into our brand each year,” said Louvet. “To achieve that, we’re continuing to increase our marketing investment and shift our standing to digital channels that matter most to consumers today.”

According to Louvet, as the official outfitter for Wimbledon, the company was able to increase its reach across digital channels and social media through celebrity influencers such as actress Poppy Delevingne, who took over Polo’s Instagram story to share her “stylish take on Wimbledon.”

In total, Polo generated over 6 billion impressions globally, and the company will continue leveraging entertainers, athletes and other influencers to represent different aspects of its brand.

Ralph Lauren expressed its consumer focus with a pop-up custom shop with exclusive prints at Wimbledon, emphasizing how customization energizes its core product offerings. Similarly, the company’s small format store at the Beverly Center in Los Angeles has a “create-your-own” shop that makes up about 10 percent of its sales.

Louvet said that international growth was a priority for the company, with mainland China being its largest near-term opportunity for growth. Ralph Lauren continues to grow rapidly in this area, driven by digital commerce platforms such as Tmall and WeChat.

“This growth was supported by targeted marketing through social media and influencer engagement,” said Louvet, adding that the company is on track to reach half a billion dollars in revenues over the next five years in China.

In Europe, the brand partnered with online retailers with digital campaigns that showcased the versatility of its Polo shirts. The campaigns worked to significantly increase the Polo brand visibility, which drove sales. Japan saw a sticker campaign on its popular messaging app Line, which more than tripled Polo’s followers in the region.

Given the global successes it found, Ralph Lauren intends to increase its marketing investment by high single to low double digits with incremental growth in the second quarter to amplify its upcoming 50th-anniversary fashion show. Long-term marketing investments will be comprised of roughly five percent of sales.

Louvet concluded by saying, “As we execute our next great chapter plan, we are encouraged by our early progress and the continued improvements in the underlying trends in our business.”

On Brand: Deloitte’s Suzanne Kounkel Discusses Changing Role Of CMO

When Deloitte’s chief marketing officer in the US, Suzanne Kounkel, imagines the company’s future, she sees a brand that stays true to its core principles despite the technological and cultural changes shaping the world. She describes that core as being rooted in inclusion, which drives the multinational company’s creative process, and a multidisciplinary approach toward serving its clients. Although Kounkel doesn’t believe that there will be a dramatic change to the Deloitte brand itself, she does think that the marketer’s role will continue to evolve, impacting the company’s activities as different technologies impact the world.

The CMO’s Evolving Role

“I certainly believe that the role of the CMO has changed dramatically over the past couple of years,” Kounkel explained, speaking with AList. “There has always been technology to enable marketing, but one of the really dramatic changes is that it now involves more of the enterprise technology footprint.”

To adjust for these changes, CMOs need to increase communications with other members of senior leadership, including the CIO and CFO. Kounkel describes the new CMO role as “being the instigator, responsible for growth in a way that historically hasn’t been the case.”

More specifically, marketing is becoming less about creating leads and more about proving the ROI of campaigns. Although creativity remains at the core of the role, technology is making a major impact. Additionally, while the technology in and of itself is important, she said that leaders must think about what marketing processes they enable, as CMOs are becoming increasingly responsible for the brand experience for both customers and employees.

According to Kounkel, the notion of employees has also changed, because there are the employees that are housed within the company’s walls and there are those who are part of the broader ecosystem. She said, “As the CMO, I care a lot about that in my role, but we also do that work as a firm for our clients, and it is very much top of mind for them. In today’s world, the notion of what an employee is is changing dramatically, and the pool of talent has become more critical.”

Kounkel said that CMO infrequently own all of those components, but they need to be involved with their implementation and orchestration to support the brand. She also stated that Deloitte’s goal is to “push at the forefront” by using industry insights to help its clients harness the power of new—and sometimes scary—technologies such as artificial intelligence (AI) to create value in their markets.

“The world is changing, so we’re all in the business of change and keeping up with it by becoming different and better leaders.”