This Week’s Exec Shifts: NFL, Buffalo Wild Wings And MoneyLion Name Marketing Chiefs; Jack In The Box CMO Departs

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This week, Jack in the Box’s CMO departs after 13 years while the NFL, Buffalo Wild Wings, MoneyLion and others hire marketing chiefs.

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

Jack in the Box CMO Exits

Iwona Alter, Jack in the Box’s chief marketing officer, announced that she is departing from the fast-food franchise after serving for almost 13 years at the company. This marks her final week with the company, but no reason was given for the departure.

NFL Hires Former Activision CMO

The National Football League announced that Tim Ellis has joined the organization as its chief marketing officer. Ellis most recently served as CMO at video game publisher Activision Blizzard. Prior to that, he served in global executive marketing roles at Volkswagen America and Volvo. He officially steps into his new role on September 17 and will lead the NFL’s marketing by directly overseeing its research, content development, consumer engagement, advertising, promotions, marketing operations and branding.

Hotel Marketer Joins Buffalo Wild Wings

Buffalo Wild Wings announced that the former head of global marketing for InterContinental Hotels Group, Seth Freeman, has joined the casual dining franchise as its chief marketing officer. In the newly created position, Freeman will be responsible for the company’s culinary, digital, advertising and guest experience activities. Buffalo Wild Wings’ parent company, Inspire, was created with Arby’s purchased the restaurant chain in 2017.

Luxury Yacht Brand Hires Ex-British Airways Marketer

Oyster Yachts has brought Abigail Comber on board as its new chief marketing officer. She most recently served as the head of brand and marketing for British Airways, and will be responsible for Oyster’s branding and marketing strategy when she officially steps into the role on November 1.

Consumer Tech Company Names Marketing VP

Hisense USA announced that Peter Erdman has been promoted to vice president of marketing and business development. Erdman has been with the company for over six years, most recently as vice president of sales. He will continue help move the company’s marketing and brand development forward, creating broader awareness of Hisense products in the US.

New Marketing VP Joins Biopharmaceutical Company

Tetra Bio-Pharma, which specializes in cannabinoid-based drug discovery and development, has hired Steeve Neron as its new vice president of marketing, which went into effect on August 20. In this role, Neron will be responsible for all of Tetra Bio-Pharma and Tetra Natural Heath brands’ marketing activities.

Chief Marketer Leaves RealSelf

Tanja Omeze is exiting from her role as chief marketing officer for RealSelf, an online resource for those seeking cosmetic surgery. She served in the role since April, and the company said that they are parting on good terms.

Lending App Gains Marketing Chief

Consumer lending and savings app MoneyLion named Bill Davaris as its new chief marketing officer. Davaris previously served as a former creative director at advertising agency Ogilvy. He joins the company as it increases its efforts to expand into consumer banking.

Porsche Appoints N.A. Marketing VP

Porsche Cars North America has named Pedro Mota as its vice president of marketing. Mota previously served as president of the Americas for Rolls-Royce, where he oversaw initiatives for the US, Canadian and Latin America regions. The announcement describes his appointment as a “reunion,” given that he served in a variety of leadership roles for 13 years at Porsche before joining Rolls-Royce.

Avis Promotes Marketing Head

Vanessa Wolczak, formerly head of PR of Avis Budget Group, has been promoted to head of marketing and product across the Pacific region. In this expanded role, she will oversee the brand’s identity and communications for all products under the Avis and Budget brands. Before joining the Avis Budget Group, Wolczak served as the head of marketing for the Noni B Group’s Rockmans and Table Eight brands.

Bentley Promotes Exec

Bentley Motors announced that has promoted Jeff Kuhlman to chief communications and marketing director of the Americas, which brings together two previously separate positions. Kuhlman was the chief communications officer for the luxury car brand before accepting the expanded role.

Marketing Head Joins Isuzu Australia

Isuzu Australia Limited announced that John Walker has been named as its new head of marketing and customer experience. His promotion comes after severing two years as the company’s digital marketing manager.

FlexCareers Appoints Head Marketer

Australian technology platform and consulting company FlexCareers has appointed Michael Tan to the newly created role of head of growth and marketing. In this position, Tan will “lead a small team to do good work, for a good cause.” Prior to joining FlexCareers, he was the head of marketing at Expert360 and was an online marketing manager for Telstra International

Swiss Global Hires Marketing Head

Kate Francis has joined financial solutions provider Swiss Global at its Dubai offices as its new head of marketing and communications. She joins as the company increases operations in the Middle East. In this role, she will be tasked with Swiss Global’s digital focus to help make the brand more accessible and responsive to worldwide audiences.

Lund Picks Up Marketing Director

Lund International, which designs, manufactures and markets branded automotive accessories, has hired Lee McGuire to the role of senior director of marketing for Jeep and off-road. She will help oversee the company’s growth in the Jeep and light trucks markets.

CMO Joins Ecommerce Platform

Southeast Asian ecommerce company Lazada has named Juliana Nguyen to the role of group chief marketing officer. She will be responsible for leading the business and marketing functions across the region, which includes Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam. Prior to joining Lazada, Nguyen served as the regional brand marketing director for Airbnb.

Hometree Hires CMO

UK-based smart home services company Hometree announced the appointment of Paul Lewis as its chief marketing officer. Lewis most recently served as the senior director of marketing for VoucherCodes before joining Hometree.

Indian Smartphone Brand Names CMO

Aniruddha Deb has been appointed as chief marketing officer for Mobiistar, the company announced. Deb was the vice president of integrated services at Cheil SW Asia prior to joining Mobiistar.

Ofo Japan Marketer Departs

Marketing director Mikihiko Hashimoto announced that he is departing from Chinese bicycle sharing company Ofo, which has been struggling in Japan since launching in the region in March.

Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 31. 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 

Global Director, Brand Marketing Beats by Dre Culver City, CA
SVP, Franchise Marketing Sony Pictures Entertainment Culver City, CA
VP, Marketing Disney Burbank, CA
Head of Lifecycle Marketing Dropbox San Francisco, CA
Head of Performance Marketing Strategy Uber San Francisco, CA
Head of Marketing, Stephen Curry Under Armour Baltimore, MD

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

Snapchat Saves Chat Messages; Twitter Prepares For Political Ads

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This week in social media news, Snapchat gives Instagram a taste of its own medicine and Twitter braces itself for an onslaught of political advertising.

Also, Twitter considers helping users clean up their timelines and Snap patents a way to measure the emotions of a crowd. Facebook makes its global video debut and pursues VR educational programs while Instagram plays protector with new tools. Snapchat Shows introduce ecommerce, Instagram gives its profile tab a makeover and young consumers in the UK prefer Snapchat over all over platforms. Meanwhile, Snapchat teams up with Tunemoji, YouTube lets more creators use unskippable ads and offers digital wellness tools, Instagram helps college students find each other and Facebook tells users what they have in common with strangers.

Snapchat Users Can Now Save, Delete Chat Messages

An update to Snapchat adds the ability to save or delete chat messages once they have been read. In addition, videos can be filed with a “Bounce” feature that replays a moment in a loop, similar to Instagram.

Why it matters: Snapchat got its start for deleting messages automatically once opened, offering a sense of privacy and something you had to keep checking. Now that users can save them, albeit only for 24 hours, they run the risk of leaving “evidence” behind. On the flip side, users who engage in multiple chat conversations can better keep track of them by saving. Time will tell whether users approve of the new save feature, at the time when Snapchat is trying to save face with Android users. The “Bounce” video feature, meanwhile, gives Instagram a taste of its own copycat medicine as Snapchat offers the ability to play moments back and forth on loop.

Details: Snapchat announced three big updates to its platform that could impact the way users interact with the app. For one, users can choose whether to save their individual chat messages for up to 24 hours instead of deleting them automatically. Secondly, users can delete chat messages they have already posted. The third update is a fun way to film videos and display key moments on a loop. Called “Bounce,” the feature works the same way as Instagram’s “Boomerang.”

Twitter Announces New US ‘Issue Ads’ Policy

Ahead of the inevitable flood of political ads coming our way, Twitter has announced new requirements (and exemptions) for advertising candidates or issues.

Why it matters: After the 2016 US Presidential Elections, transparency has become a top concern for social media sites that are used for manipulation. Allowing users to come to their own judgment about an ad while exempting the press from strict guidelines will place Twitter in a position of control over its content during a sensitive time.

Details: Twitter has enacted a new certification requirement for anyone that wants to place an ad on its platform calling attention to certain issues or political candidates. Advertisers must undergo a certification process to prove their location within the US and meet eligibility requirements. This applies to both political candidate ads (for/against) and issues related to abortion, civil rights, climate change, guns, healthcare, immigration, national security, social security, taxes and trade. Twitter says this list will continue to grow. Publications that report on these issues are exempt from the new requirements.

Twitter Tests Recommendations For Accounts To Unfollow

Twitter conducted a brief test this week in which the app suggested accounts to unfollow based on lack of interaction.

Why it matters: Gaining followers is a mainstay of Twitter users, who may not appreciate being reconsidered at the app’s suggestion. On the other hand, unfollowing accounts that you don’t interact with could open up the feed for content you would engage with.

Details: This week, a few Twitter users posted screenshots of prompts to reevaluate who they follow. “You don’t have to follow everyone to know what’s happening,” the app said. “Make sure you’re only following people that make Twitter great for you.” The company confirmed this test with Slate, adding that the test has concluded. There is no word at this time as to whether the feature will become an official one.

Snap Patents Ability To Read Group Moods

A patent filing by Snap, Inc. details a technology that would gauge the emotions of a group or attendees of an event based on their selfies.

Why it matters: As with any patent, a filing doesn’t necessarily mean that an idea will ever see the light of day. If Snap does end up using this patented technology, the filing describes a scenario in which event promoters would pay to measure the mood of their attendees.

Details: Snap, Inc. was granted a patent on August 28 for a system that measures and scores the emotions of a group of people posting on Snapchat. The filing shows examples of measuring a group selfie, as well as those attending a speech. The general idea is that Snap could help score the effectiveness of an event or particular location by analyzing selfies taken there.

Instagram Adds Tools To Verify Account Identities

On Tuesday, Instagram outlined three ways it is helping to keep its users safe.

Why it matters: Bots, imposters and foreign interference have social media users (and advertisers) feeling unsure about who to trust. These steps will help verify the identity of popular accounts, as well as point out any suspicious behavior like username changes. In addition, allowing access to third-party authenticator apps may help prevent a mass hacking event like the site experienced recently.

Details: Instagram has revealed three ways it is working to build trust around accounts that gain a lot of followers. “About this account” will offer details such as country of origin, accounts with shared followers, username changes in the last year and ads they are currently running. A new form within the Instagram app will allow users to apply for verification, i.e. the coveted blue checkmark next to their name. Applicants will be required to prove their identities. Lastly, Instagram will offer support for third-party authenticator apps that create a two-step log-in process.

Facebook Watch Gets Global Release

After a year in the US, Facebook Watch has been released to the rest of the world.

Why it matters: Facebook has worked out some of the kinks and added new features during Watch’s first year, allowing the brand to confidently release its video platform in other countries. More locations mean more potential ad revenue, which is Facebook’s bread and butter.

Details: Facebook’s video platform Watch has been granted a global release, the company announced on Wednesday. According to the company, more than 50 million people in the US come to watch videos on the Watch platform for at least a minute. In addition, total time spent watching videos in Watch has increased by 14 times since the start of 2018.

Oculus Educational Pilot Programs Foster New VR Content

Facebook is taking its Oculus Education Pilot Programs to schools, libraries and museums in three different countries.

Why it matters: Facebook is looking for more ways to engage users in VR outside of video games and is allowing others to figure out how to do this. While gamers tend to be early adopters of such technology, VR hasn’t proven to be the runaway hit that Facebook probably imagined when it bought Oculus in 2014.

Details: A new Oculus Education Pilot Program will launch in Seattle, Taiwan and Japan to “better understand how teachers, students, and various institutions can use VR for learning and collaboration.”A partnership with select public schools in Seattle will develop an educational program designed to create new content and train teachers on how to use VR. In Japan, efforts will focus on teaching remote students through VR and in Taiwan, Facebook is giving Rift and Oculus Go headsets to the Taiwan Internet and E-Commerce Association to distribute as they see fit across libraries and museums.

Snapchat Show Debuts Ecommerce With Adidas

Adidas is officially the first brand to offer purchasing integration directly into a Snapchat show.

Why it matters: Snapchat has recently begun offering purchases directly through its AR Lenses, and ecommerce integration may entice premium ad partners to its shows.

Details: A new show called “Fashion Five Ways” premieres on Snapchat on Tuesday and will offer its viewers first dibs on Adidas’ new Originals Falcon W sneakers. Viewers can swipe up during the show to purchase the shoes, marking the first time that ecommerce has been directly tied to Snapchat programming.

Instagram Tests New Profile Layout With Sidebar

Some Instagram users have noticed changes to their profile tabs that include a new sidebar.

Why it matters: The new sidebar allows users to save posts and discover new accounts to follow. This news follows last week’s announcement that users can view recommended accounts after all new content has been viewed.

Details: As reported by Android Police, Instagram is testing a new layout under the profile tab. The latest iteration removes but the user’s story archive and puts them under a new side menu, accessible by tapping the top right icon or by swiping from the right side of the screen.

Young Consumers In The UK Will Flock To Snapchat, eMarketer Predicts

New predictions by eMarketer suggest that Snapchat users in the UK will reach 16.2 million this year, with over a third comprising of those between the ages of 18-24.

Why it matters: Snapchat is on track to surpass Facebook in terms of young social media users. Facebook continues to attract more users overall, but is dropping in popularity within the 18-24 age group.

Details: According to new forecasts by eMarketer, over 90 percent of social media users in the UK between the ages of 18-24 will use Snapchat this year. By comparison, 83 percent of this demographic will use Facebook.

“These so-called Facebook-nevers are eating into Facebook’s user growth significantly,” said eMarketer senior analyst Bill Fisher. “While the media giant’s Instagram purchase looks to have been a shrewd move in as much that it’s picking up that young user base, it’s struggling to hold onto the coattails of Snapchat among these cohorts.”

Snapchat Adds TuneMoji Integration

TuneMoji users can now share musical GIFs on Snapchat.

Why it matters: Snapchat is looking for additional ways to attract and keep its user base as sites like Instagram continue to imitate its products. TuneMoji is one of the first brands to use SnapKit, first introduced in June.

Details: Snapchat has partnered with TuneMoji, a musical GIF site that allows users to share animated pictures. As of this posting, TuneMoji users have to share the GIFs directly from the app and cannot access them from Snapchat.

YouTube Offers Unskippable Ads To More Creators

Any creator on YouTube that qualifies to monetize their channel will soon have the option of choosing unskippable ads.

Why it matters: YouTube stands to make more ad revenue if said ad cannot be skipped. This may, in turn, translate to more income for YouTube content creators. Audiences may not be as excited, however.

Details: YouTube has announced on its Creator Insider Channel that the site will soon offer unskippable ads to all creators that quality for monetization. These ads would run between 15-20 in length.

Instagram Tests Groups That Connect College Students

Users on Instagram are being invited to connect with students from the same school and graduating year through “College Groups.”

Why it matters: The feature, first introduced on Facebook, is now being tested on Instagram. If successful, the app would allow schools to create groups and engage its students, while allowing them to connect individually.

Details: As reported by CNBC, Instagram users are able to join groups created by their alma mater. At this time, users are registered as current students despite their year of graduation, but testing will continue, using feedback from users.

Facebook Testing Feature To Connect Strangers

Facebook is trying out a suggestion feature that compares users and highlights what they have in common.

Why it matters: Facebook is looking for more ways to connect users and keep them on the site longer. If users aren’t opposed to sharing their personal information with strangers, the feature may allow more connections to take place based on common interests.

Details: A test is currently being conducted in the US called “things in common.” The suggestion is similar to how Facebook displays friends of friends to encourage more connections, but with strangers.

YouTube Rolls Out Digital Wellness Features

Google is continuing the digital wellbeing trend with features designed to help users manage their time online.

Why it matters: The tools allow users to choose how they interact with YouTube and not the other way around. Investing in user wellbeing not only allows YouTube to display responsibility for its role in people’s lives but helps the site encourage more meaningful interaction.

Details: YouTube has introduced new tools for users to manage their time on the site/app. Users can now choose a daily digest instead of instant notifications or disable them altogether. In addition, users can see how much time they spend watching videos through a dashboard.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, August 31. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

After Shelving Two Hats, MillerCoors Tries (Again) To Woo Millennial Tastes

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MillerCoors announced a new brand of flavored alcohol beverages called Cape Line less than a month after shutting down its Two Hats beer. The new premium beverage is designed to hit key points in the market: consumer demand for flavored beverages and the desire for lower calories. Both appeal to younger consumers.

Cape Line will “enter a space that’s outperformed the beer industry as a whole over the 52-week ended August 4,”  according to the announcement, citing Nielsen all-outlet and convenience data. It also states that the top 16 brands in the space, which grew by 6 percent to $2.4 billion in sales in that same period. Additionally, flavored hard seltzers have grown by triple digits over the same period with a considerably smaller base.

“As a company, one of our top priorities is driving growth in above premium,” said Bryan Ferschinger, MillerCoors vice president of marketing for innovation and national crafts, in a statement. “In addition to building on the foundation of existing great brands like Blue Moon, Leinenkugel’s, Sol and Peroni, another way we’ll achieve growth in the segment is through innovation.”

He added that the new brand will be supported with a “robust national marketing plan,” when it launches in the spring.

MillerCoors launched the Two Hats beer brand earlier this year with the tagline, “good, cheap beer.” But despite an extensive experiential and digital marketing campaign across social media in partnership with College Humor, Snapchat, Spotify and others, the beer failed to catch on with millennials who generally prefer wine and spirits. This led the brewing company to discontinue the Two Hats brand in August, choosing to focus on improving Coors Light sales.

The Cape Line brand is designed to lean into the existing tastes of young consumers instead of seeking to change them, with an emphasis on flavor and low calories over price, but it is also entering a crowded market. Its introduction comes as US domestic beer sales are in decline among millennials.

MillerCoors has not responded for comment on what the Cape Line marketing campaign would entail.

Vitaminwater Is Going Rogue With Guerrilla Campaign

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Comedic content marketing for Glacéau Vitaminwater xxx has been spotted in some unexpected places on the internet and in the real world. These promotions highlight fictional products, groups and characters from nonsensical movies about dogs to a fake university—each associated with a different Vitaminwater flavor.

Over the past month, the Coca-Cola Company has rolled out a number of ads for Glacéau Vitaminwater xxx that have one thing in common—they pretend to be marketing something else.

Dogs Lost In A Maze That Is Also In Egypt

This “maze-related action/adventure” appeared on Rotten Tomatoes as a full-page ad made to look like any another movie page on the site. “Financed” by Vitaminwater xxx, DLIAMTIAIE comes with a “Pome-Meter” of just three percent and admits that it lacks “any plot whatsoever.”

A trailer for the film launched on Rotten Tomatoes and also on YouTube, ending with a shot of Glacéau Vitaminwater xxx in Açaí-Blueberry-Pomegranate.

It’s Ya Boy Chaz Lemon

Yung Rind is a young rapper obsessed with lemons. He debuted four tracks on SoundCloud to promote his new album, “It’s Ya Boy Chaz Lemon,” in which he raps about topics like changing his name to something equally citrus-themed, likens dating to choosing produce and being acidic (or “a$$idic” if you’re a gangsta).

Although the fictional rapper’s bio doesn’t mention a specific flavor of Vitaminwater, it’s probably a safe bet to assume he prefers Squeezed Lemonade.

Kiwi-Strawberry University

This fictional college parodies real university marketing with a website and promotional video that highlights just how little its alumni know. K-SU offers a “medium-to-low” standard of excellence and offers its attendees the chance to do what they love, “as long as what you love is fruit-flavored things.” Classes offered range from a history of Kiwis to Criminal Law and Recess.

Hidden in the promotional video and also listed on the site is a phone number that when called, prompts a recording that you will be connected with Brandon as long as he can “squeeze you in.” According to the website, Brandon is a graduate of 2014 and he is waiting to offer long-winded advice about owning a headset. Thankfully (or not), he is not able to squeeze you in and the call is ended.

Also on the site is a fond farewell to Dr. Professor. Emailing him will send an out-of-office message saying he is wandering the globe in search of life’s great mysteries.

Xavier Xander Xenos

An article has been created on Wiki site Fandom that details a mysterious character called Xavier Xander Xenos. Claiming to be 3,000 years old, this grisly man in a hat and trenchcoat is the “last known renegade fruit flavor hunter of our time.” He seems to prefer the Açaí-Blueberry-Pomegranate, however.

On Reddit, a post on the r/mystery subreddit recalls an encounter in which Xenos was spotted in Tempe, AZ but used the glare off his Vitaminwater xxx to temporarily blind the spectator before disappearing.

The Fandom page warns that if Xenos is spotted, do not shake his hand, assume he is a magician, attempt to gather evidence of his existence and whatever you do, do not offer him dessert lest he do something “drastic.”

The ads have also been seen OOH, hiding in plain sight as consumers travel throughout the city. Some have taken notice, however, sharing photos of the covert ads on social media.

During the company’s Q2 earnings call, Coca-Cola’s CEO James Quincey noted that promoting reduced or sugar-free beverages has been successful globally, but especially in North America.

The Coca-Cola Company has not responded for comment.

Carnival Cruise Lines Launches Blimp For “Homeport Advantage” Campaign

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Carnival Cruise Line is inviting vacationers to look to the skies with its latest campaign, which includes a 128-foot-long red, white, and blue blimp called the Carnival AirShip.

With “#ChooseFun” written across its side, the airship launches as part of the company’s “Homeport Advantage” campaign, and was created to raise awareness of the cruise line’s ship deployments across several markets on the Atlantic and Gulf Coasts. It made its official debut at St. Jude Children’s Research Hospital, located in Memphis, Tennessee. From there, it embarked on a 30-day journey across several states, with upcoming appearances in Dallas, then Houston, Texas.

Other stops along the way include in Carnival homeports in Galveston, New Orleans, Mobile, Tampa, Miami, Fort Lauderdale, Port Canaveral, Jacksonville and Charleston before finally stopping in Atlanta. The related website includes a tracker so that fans can see where the airship has been, where it is and where it’s headed.

Carnival is also giving away swag along a chance to win free cruises, VIP passes and gift cards when people post photos and videos of the airship to social media with the hashtag #ChooseFun. As an added bonus, the hashtag also triggers a donation to St. Jude Children’s Research Hospital.

“Carnival is America’s Cruise Line and what better way to showcase our new offerings in popular homeports like Galveston, Port Canaveral and Miami than with our very own airship that highlights our #ChooseFun tagline while supporting the special kids at St. Jude Children’s Research Hospital,” Christine Duffy, president of Carnival Cruise Line, said in an announcement.

The “Homeport Advantage” campaign is designed to raise awareness of Carnival’s 18 year-round seasonal ports located along the East and West Coasts and the Gulf of Mexico. According to the company, “roughly half of the US population is within a day’s drive of a Carnival homeport.”

The Number Of In-House Agencies Has Grown 20 Percent Since 2008

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More brands are bringing their marketing efforts in-house compared to a decade ago, according to a joint study by Forrester and the In-House Agency Forum. Creative control, efficiency and knowledge of the brand were among reasons cited for this change, although a majority of respondents insisted that external agencies are not under threat.

As reported by The Wall Street Journal, the In-House Agency Forum surveyed 325 companies that included marketers both with and without internal agencies. Among respondents, 64 percent said that they had an internal agency, compared to 30 percent that did not.

A decade ago, internal agencies were employed by 42 percent of brands. This uptick in bringing services in-house may be attributed to the economic recession 10 years ago, the study asserted. Back then, cost efficiency was a priority in lean times. Now, brands are more concerned with efficiency and intimate knowledge of the brand.

That’s not to say that brands aren’t in it to save money. Earlier this year, Procter and Gamble announced that it would save $400 million by slashing its agency roster. In fact, several respondents in this survey named “cost-effectiveness” as a top advantage of bringing marketing efforts in-house.

Such internal agencies charge a lower rate—between $50 to $74 per hour, according to the survey, compared to external firms must typically cover overhead. These in-house efforts aren’t out to make a profit in many cases, according to Jarrett King, who runs the in-house agency at The Coca-Cola Company.

“We’re not trying to make money in the operation,” said King in the survey findings, adding that external agencies are profit centers. “We’re here just to cover our costs. We’re studying rates; it’s all about getting to net zero versus showing shareholders or constituents a profit.”

The Forrester/In-House Agency Forum study confirms an ongoing trend of brands taking a stance of “if you want something done right, do it yourself.” A May report by the IAB Data Center of Excellence found that two-thirds of brands were bringing programmatic in-house.

These findings are also in keeping with research by the ANA, which found that 35 percent of brands reduced the role of external agencies for their programmatic needs in 2017, compared to just 14 percent in 2016.

Evian ‘I Wanna #Liveyoung’ Campaign Marks New Chapter For Brand

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In July, Evian officially put its baby-themed “Live Young” campaign to bed after nine years so that the brand can grow up for a new generation without necessarily giving up the tagline. With billboards set up across Los Angeles and New York, including a Bryant Park subway station takeover, the bottled water brand launched its “I Wanna #Liveyoung” campaign, which embraces diverse, multi-dimensional attitudes towards life.

Olivia Sanchez, vice president of marketing for Evian North America, explained to AList that the campaign is “for those who refuse to settle for just one path. It’s for the multifaceted, and we defined it as those people who want to live young, be what they want to, try what they want to and do what they want to.”

The #Liveyoung branding simultaneously embodies multiple themes such as curiosity and progressivism using fun, brightly colored creatives alongside messages that include “I Wanna Be Bold” and “I Wanna Be Fearless.”

Few people represent the slasher (a person with multiple roles) lifestyle better than influencer/model/designer/philanthropist Luka Sabbat, who joins Evian as its newest brand ambassador. He and pro tennis players Maria Sharapova and Madison Keys fully represent the #Liveyoung attitude through their lives, careers and causes.

All three Evian brand ambassadors were involved in developing the campaign, choosing the “I Wanna” expressions that best spoke to them. Sanchez said the involvement of its ambassadors was “crucial to the process.”

Events will also play a key role. Evian has been partners with the US Open for 32 years as its official water, and the two will be hosting Evian Day at the competition on August 30. There, an interactive billboard made to look like the US Open’s signature tennis court will be presented, and attendees will be able to fill in their own “I Wanna” statements for Instagrammable opportunities. Sanchez said that the activation is designed to enhance the fun and lifestyle of tennis with an Evian lens.

The bottled water brand will also have a presence at this year’s New York Fashion Week as the event’s official water. In a to-be-revealed experience, it will showcase more “I Wanna” messaging for attendees to enjoy.

“As a brand, we always try to keep current, and that’s what we wanted to do with this campaign,” said Sanchez, explaining how “I Wanna #Liveyoung” was a new chapter for the brand as it looks to speak to millennials in a new way.

Sanchez said the campaign has been effective so far—there has been a lot of user-generated content online, including people who stopped to take pictures in front of the L.A. billboards, adding that digital assets are also performing well.

SpikedSeltzer Soothes ‘L’ Train Withdrawals With Free Bicycles, Boxes

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SpikedSeltzer is using the impending L Train shutdown to connect with communities in Brooklyn, New York. The alcoholic sparkling water brand has erected a billboard in Williamsburg that reads, “Pour Some Out For the L” and will take an active role in helping residents adjust.

From August 28 to August 30 SpikedSeltzer will give away free bicycles or moving boxes to residents from 5:30-7:30 p.m. to help ease anxiety over the impending transportation or living situation. The bicycles, which feature SpikedSeltzer’s white and blue colors, will be free to the first 20 residents who arrive at the aforementioned billboard.

Those packing up and moving on will receive brand-colored moving boxes, each with a discount code for purchasing the alcoholic sparkling beverage through Drizzly. SpikedSeltzer’s giveaway is open to Brooklyn residents only, who much show proof of age and address.

New York’s L Train will be down for repairs during the weekends beginning in October and down completely for 15 months beginning April 2019. The Canarsie Tunnel reconstruction project will leave the L Train’s 400,000 daily passengers with an ultimatum—either find another method of transportation or move to a different area of the city.

The brand also used a similar marketing approach to engage consumers during the royal wedding in May. Brides of legal drinking age were encouraged to enter a giveaway through SpikedSeltzer’s Instagram page for a chance to shop for a mermaid-style wedding dress at Kleinfeld in New York.

“Say Yes! To the Mermaid” and “Pour Some Out For the L” are both a part of SpikedSeltzer’s “Follow Your Siren” campaign that launched earlier this year. Acquired by Anheiser-Busch two years ago, the spirits brand is credited with offering the first spiked seltzer in 2012.

The nationwide campaign and situational marketing efforts will help the brand compete in the industry it started, which garnered over $257 million in the first half of 2018.

This Week’s Exec Shifts: Facebook Hires CMO Away From HP; HP Names Successor

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This week, Facebook hires HP’s CMO and HP names his successor while New York Public Radio, Zipcar, SodaStream, Republic Records and others name marketing heads.

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

Facebook Names Former HP Exec As CMO

Facebook has hired former HP executive Antonio Lucio as its new chief marketing officer. Lucio has served with HP since 2015, most recently as its global chief marketing and communication officer. Prior to that, he was CMO at PepsiCo and Visa. He begins his new role on September 4, and joins the social media platform as it seeks to restore public confidence and perceptions amid data privacy scandals.

In a statement, Facebook chief product officer Chris Cox said that Lucio “has an extraordinary reputation in the industry as a leader, a marketer, an operator, and a wise, gracious, and deeply principled human being. He has been outspoken on the need to build authentic global brands with integrity and from places of principle, and also on the importance of building diverse teams at every level in the organization.”

HP Appoints CMO Successor

With the announced departure of Antonio Lucio, HP announced the promotion of Vikrant Batra, who is succeeding him as chief marketing officer. Batra most recently served as the company’s global head of marketing.

“The appointments are symbolic of the deep bench of talent within our marketing and communications organizations,” said HP CEO Dion Weisler in a statement. “Our corporate reinvention over the last several years has been fueled by the remarkable power of our brand—in our marketing leadership and emotional connection to our customers, and in our corporate narrative and purpose-driven positioning.”

CMO Joins New York Public Radio

Lisa Baird has been appointed to the newly created role of chief marketing officer for New York Public Radio. She officially steps into her new role on September 10, and will be tasked with leading the marketing and audience development, data, membership, sponsorship, and communications teams.

Book Publisher Makes Two Senior Promotions

HarperCollins has promoted to Hannah O’Brien marketing director for HarperFiction and Avon, while Sarah Shea was named the head of marketing for HarperFiction.

Zipcar Picks Up Head Marketer

The Zipcar carsharing network announced that Sherrill Kaplan has joined the company as vice president and head of marketing. Kaplan previously served as the vice president of digital marketing and innovation and Dunkin’ Brands, and will oversee Zipcar’s continued growth across consumer, university and business customers.

Republic Records Ups Marketing SVP

Donna Gryn has been promoted to senior vice president of marketing at Republic Records, operating from the company’s New York headquarters. She has served with the company for six years, most recently as vice president of marketing.

Aircraft Provider Hires CMO

Andy Tretiak has joined fractional aircraft ownership company Executive AirShare as its chief marketing officer. Tretiak most recently founded his own marketing firm. Prior to that, he was the chief marketing officer for FanThreeSixty.

Chocolate Company Adds Marketing Chief

Theo Chocolate announced the appointment of Jason Harty as its new chief marketing officer. Before joining the Seattle-based chocolate company, Harty served as the CMO for Nourish Snacks.

Digital Marketing Head Exits From Nestlé

Nestlé’s global head of digital marketing and social media, Pete Blackshaw, is leaving the company after seven years to head up a Cincinnati-based entrepreneurial startup hub called Cintrifuse. His departure officially goes into effect in November.

SodaStream Announces US Marketing Head

Former Weight Watchers CMO Maurice Herrera has joined the at-home carbonated beverage machine-maker SodaStream as its head of US marketing. He officially joined SodaStream in July, ahead of PepsiCo’s announcement to purchase the company for $3.2 billion in an effort to grow its sugar-free product portfolio.

Insurance Company Appoints EVP

CopperPoint Insurance Companies announced that it has hired Jennifer J. Johnston as its chief marketing officer and executive vice president of marketing and communications. She most recently held the position of chief strategic marketing officer for PMA Companies and Old Republic Insurance Group.

Pizza Franchise Adds Marketer

Your Pie pizza restaurant announced the hiring of Hassiba “Hassy” Braggs as its new marketing director in July. Braggs has served in various brand development roles for brands such as Outback Steakhouse, LongHorn Steakhouse, Chick-fil-A and ESPN.

Velocity Mortgage Names CMO

Commercial lending company Velocity Mortgage Capital has hired Michael Oddi to serve as the firm’s chief marketing officer. In this role, he will be responsible for the company’s brand image, messaging and communications.

AB InBev Appoints Global Brand VP

The former marketing director for Carlton & United Breweries, Richard Oppy, has accepted the role of global vice-president for global brands for the brewery’s parent company AB InBev. In his new role, Oppy will be based out of New York City, where he will oversee brands that include Corona, Stella Artois and Budweiser.

Chief Marketer Joins Dental Network

Canadian dental practice network Dentalcorp announced that Stephanie Galloway has been named as chief marketing officer. In this role, she will assist Dentalcorp practices to better understand and attract patients while providing them tools to provide strong patient experiences at every touchpoint.

Oasis Cannabis Names VP Of Marketing

Oasis Cannabis, a subsidiary of CLS Holdings USA, announced that it has hired Matthew Janz as its new vice president of marketing and director of operations. He will be responsible for leading the company’s marketing initiatives with a focus on digital marketing and social media engagement.

Microsoft UK Appoints New CMO

As part of its marketing department reorganization effort, Microsoft UK has promoted Paul Bolt to chief marketing officer. Prior to the promotion, Bolt served as the company’s director of SMB. His appointment comes as Scott Allen, the previous CMO, takes a new yet to be defined international marketing role at Microsoft UK.

Marketing VP Joins Soylent

Food technology company Rosa Foods, the maker of Soylent, has hired Andrew Thomas as vice president of brand marketing. Thomas was previously the director of marketing strategy and communications at PepsiCo’s premium nutrition division. Now he is tasked with Soylent’s brand and product strategy in addition to retail trade marketing insights and innovation.

Radisson Group Hires Marketing VP

The Radisson Hotel Group announced that Catherine Higgins Whiteside has joined the company as vice president of marketing in the Americas. Higgins will oversee the Radisson Hotel Group’s brands across the United States, Canada and Mexico, leading its creative services, brand marketing, digital marketing, field marketing and social media divisions.

Heineken S.A. Names Marketing Director

Carmen Mohapi has been named marketing director for Heineken South Africa. In this role, Mohapi will lead the company’s global and local brand portfolio, including Heineken, Sol, Windhoek, Miller Genuine Draft, Amstel, Strongbow, Soweto Gold and Tafel. She officially joined the company on August 1 from Unilever, where she served as the skin care lead for Africa.

Nestlé CMO Appointed To Board Of Directors

Robert Case, chief marketing officer at Nestlé USA, has joined the board of directors for the Miami-based coffee technology and manufacturing company Tierra Nueva. Case also serves on the board of directors for Soylent and is on the board of advisors for Moonshine Sweet Tea.

Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 24. 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 

Head of Marketing, Stephen Curry Under Armour Baltimore, MD
Head of Performance Marketing Strategy Uber San Francisco, CA
VP, Brand Marketing Aéropostale New York, NY
Head of Lifecycle Marketing Dropbox San Francisco, CA
VP, Marketing  Disney Burbank, CA
Head of Integrated Marketing, Fire TV Amazon Seattle, WA

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

L’Occitane’s New Experiential Store Combines Social Media And IRL Interaction

BY

Beauty brand L’Occitane has opened a retail concept store in Midtown Manhattan that centers around experiences.

The new 1,870-square-foot store combines digital with hands-on interaction that encourages consumers to share on social media. A video live feed of L’Occitane’s Instagram account is displayed with the hope that visitors will follow them and perhaps be inspired to take pictures of the colorful displays.

“L’Occitane wants fans to walk away from these experiences understanding the brand’s identity and commitments through each exclusive and interactive touchpoint throughout the store,” Paul Blackburn, vice president of concept design, construction and merchandising at L’Occitane told AList.

A number of installations virtually transport shoppers to France—the brand’s country of origin. Stationary bikes are set against the background of a French countryside, inviting shoppers to “bike through Provence.” L’Occitane’s first virtual reality experience takes users on a hot air balloon ride through the south of France, over the Lavender Fields of Provence. Users can enjoy the view via 360-degree video, all while receiving a complimentary hand massage and smelling real-life lavender.

The installations will rotate each month to coincide with featured products, beginning with the new Aqua Reotier Skincare Collection and Verbena Collection. This will allow L’Occitane to appeal to different audiences.

“It’s imperative that anything we introduce enhances the overall customer experience, and as a sensorial brand, it’s imperative that any technology we introduce is well balanced with a human connection,” Blackburn added. “We have always had wonderful products, promising pleasure through beauty and well-being, and that alone used to be enough, but Retail is constantly evolving, now at a faster pace than ever, and we must evolve too.”

Beauty brands are using experiential retail to attract consumers that are as eager to post on Instagram as they are to try on new products.

Glossier is opening a pop-up retail location this week in Chicago that will be decked out in Instagram-worthy style with stark white and pink decorations. The experiential retail store will feature a “Glossier Canyon” selfie station and “hidden sound moments” meant to set the desired tone in each section. NYX Beauty Bar integrates traditional retail with social media inspiration in-store and interactive tutorial stations. Touch screen displays allow consumers to search Instagram posts in which users are wearing a particular shade or product.

L’Occitane is growing its presence worldwide and was the first French company to go public in Hong Kong. The Manhattan location has already attracted over 2,400 visitors during its soft open, making it L’Occitane’s most popular American location in terms of foot traffic.

While the brand reported a 27.1 percent drop in revenue for the year ending March 31, the company expressed confidence in its expansion efforts, especially in China. Appealing to a young, digital audience with experiential retail may help L’Occitane reach new demographics.