Marissa Beck Viola

Thrilled to have represented Vintage Faire Mall in a live segment on Good Day Sacramento in my prior role as a Senior Manager of Marketing. Now, as a brand strategist, I have the opportunity to discuss the powerful synergy between marketing and live TV with my clients.🚀 In today's fast-paced digital world, where personalized connections are key, leveraging live TV presents an incredible opportunity to engage with your target audience both dynamically and authentically. 💼 Live television amplifies brand visibility, fosters trust, and drives meaningful interactions with viewers through a more personal connection. In this case, with the host and I as their guide, I was able to provide an experience we were offering for a holiday activation. 📈 Here are a few key takeaways: 1️⃣ Real-Time Engagement: Live TV allows for instant interaction with the audience, fostering genuine connections and feedback. 2️⃣ Authenticity: Nothing beats the authenticity of live content. It humanizes brands, making them more relatable and trustworthy. 3️⃣ Targeted Reach: By strategically aligning marketing messages with live programming, we can reach our target audience at the right time and in the right context. 4️⃣ Memorable Impact: Live TV leaves a lasting impression. It's an opportunity to tell compelling stories and leave your audience wanting more. Not to mention, provide shareable content to the platforms that you control. 5️⃣ Call To Action: Provide an actionable next step for your potential customer. For instance, "Make Your Reservation" and pre-plan your visit. Let's continue to push boundaries and redefine the future of marketing together! 💪 #Marketing #LiveTV #Innovation #brandstrategist #adagency

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As we wrap up this year's festival season down in Indio, CA it brought us an unexpected twist. While Coachella has long been the crown jewel of music festivals Stagecoach is emerging as a formidable contender and may have just overthrown Coachella this year. Here are just 2 of my thoughts as to why: 1. Genre Appeal: Country music has seen a resurgence in popularity, expanding beyond its traditional audience. Stagecoach capitalizes on this trend, offering a lineup that appeals to both country loyalists and crossover fans. With acts like Wiz Khalifa, Post Malone, Marshmello and so many others showing up there are more eyes on country music than arguably ever before. 2. Audience Experience: With a reputation for a more relaxed atmosphere, Stagecoach offers a different kind of festival experience that might be attracting those looking for something more laid-back than the high-energy hustle of Coachella. As a digital marketing agency with a keen eye on entertainment trends, we at NOX Media are closely watching these developments. Understanding these shifts not only helps us tailor our strategies but also predicts where the market is heading. What do you think contributed to Stagecoach’s potential edge this year? Let's discuss below!

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Brand marketers, listen up..... you're missing out if you're ignoring women 40+ in your marketing: "Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then." #fractionalCMO #brandmarketing

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Fourthmeal... the meal between dinner and breakfast. It's been almost 20 years since we introduced this crazy idea that didn't just elevate the business, but truly became part of the cultural lexicon. The team at FCB Irvine and Taco Bell realized that 'spice up the night' had done great things for the business, but wanted to provoke the fast food industry as only TB could. Strategically, we leaned into the fact that the food did more than just fill you up, but late at night it was more about 'feeding your carnivorous side' (aka the main idea from the brief). Since then, seeing how the business has continued to evolve, creative that pushed deeper into the role Fourthmeal can play in people's nights, and as the CBO said at the time... "TB is really just late night food we eat during the day". Remembering our crew that created this iconic idea... Chris D'Amico, Michelle Purcell, Teddy Brown, Sean Hardwick, Richard Pinnella, Cooper Olson... they've all gone onto great things, but this is one that I always go back to. #Fourthmeal #iconic #brands #creativeideas #business #latenight #FCB #advertising #campaigns #makingithappen #TBT #throwbackthursday #socal #creative #marketing #provoke #strategy #brandstrategy #creativestrategy #fastfood #qsrmarketing #qsr https://lnkd.in/e2xZZf3t

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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What I find interesting here is this: People don’t buy a shovel, they buy a hole, right? So, in a world where, as Laura Thomas (She/Her) and Amy Hubbell write “while we continue to crave it, we are agitated by the content we consume”, delivering solutions to people’s problems – that is, shovels to make their holes  – can provide a welcome respite from the agitation. So while you may bristle at the word “joy”, you’d be foolish to dismiss the underlying insight and what it can mean for your brand. https://lnkd.in/gaaS6Ktk PETERMAYER #advertising #strategy #brands #joy

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As CMOs, we're constantly navigating the dynamic landscape of marketing. The latest Nielsen 2024 Annual Marketing Report underscores the necessity of a balanced media mix and provides us with pivotal insights for our strategies moving forward. Below are my 5 key takeaways – let's discuss! ⬇️ 🌟 In a promising shift, 72% of #marketers anticipate larger ad budgets this year, a significant rise from 64% last year – and a testament to our industry's resilience and growth potential. 💻 Globally, marketers are planning to allocate over 63% of their ad budgets to digital channels in 2024, including social media, search, online video, and digital display. The effectiveness of these channels is undeniable – here’s to you, PAN Team Marketing. 📈 Investment in brand-building marketing is essential for brands to drive revenue growth and achieve holistic success. While some media buying plans may not support full-funnel ROI, we as marketers need to be conscious of the disconnect between our objectives and KPIs and adapt. 🔑 As a true fan of the “awareness phase” it’s great to see Nielsen report on upper-funnel marketing, and how it’s critical for long-term and full-funnel #ROI. Balancing our strategies by including both brand building and performance marketing will be key. 💡 We should always ensure our measurement tactics are complete and aligned with our strategic goals. This will enhance our overall effectiveness – there is always room for improvement! ➡️ TL;DR: Advertising budgets are growing, and with that growth comes increased opportunity to stand out across your media channels. That's why a multi-channel media approach that includes measurement across the full marketing funnel is the goal for so many. Any recent insights that have caused you to rethink upcoming or current strategies? I'd love to hear! ⬇️ 

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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Are brands pulling back on support for Pride this year? It has been a few weeks since I chatted about this with Allison Carter at Ragan Communications and PR Daily and I still believe that they are not. Rather, I think we are seeing fewer brands veering into the rainbow-washing space given the heightened risk of criticism from LGBTQ+ advocates (and vocal anti-LGBT activists) on inauthentic or superficial and performative allyship. However, those brands that understand that action earns trust are continuing to support Pride by uplifting their work to embrace inclusive policies, creating impact-focused purpose-driven campaigns, and promoting a culture of belonging by celebrating and uplifting their employees, consumers, and partners. These brands are not backing away from those values and there is plenty of data to show that this will continue to drive growth, as noted by this year's #ReturnOnLeadership (ROL) Index, comprised of companies with strategic clarity, alignment, focus, and a sense of meaning, showing that the ROL Index (+49%) has outpaced both the S&P 500 (+26%) and the Dow Jones Industrial Average (+11%) over the past three years.

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Unfrosted: The Pop-Tarts Movie Kellogg Company Didn't Bake Have you heard about the Pop-Tarts movie that wasn't baked up by Kelloggs? Hold onto your toasters because "Unfrosted" just hit Netflix, and it's a whole new twist on those breakfast treats. And guess who's behind it? Jerry Seinfeld. Now, here's the kicker: The big wigs over at Pop-Tarts HQ, Kellanova, didn't even have a finger in the pie when it came to making this flick. It's like they got stuck in the toaster or something. But don't worry, they are not crying over spilled milk. They're rolling with it by hopping on the Pop-Tarts train after it's already left the station. Following the film's debut, Kellanova witnessed a notable surge in Google searches for Pop-Tarts, indicating heightened consumer interest. Moreover, the brand enjoyed a staggering 15x increase in media mentions compared to other non-Kellanova-sponsored events, as confirmed by data from Talkwalker. So, what did Kellanova do? They're baking up a storm. They whipped together an integrated marketing campaign that's sweeter than the filling in a strawberry Pop-Tarts. They're blending the movie's vibe with the flaky goodness of their product, creating a synergy that's more satisfying than finding that perfect frosting-to-pastry ratio to further elevate the brand's presence. This unexpected partnership with Seinfeld is a delicious example of seizing opportunities in the marketing bakery. By embracing innovation and creativity, Kellanova turned a situation initially devoid of their involvement into a golden crust for brand visibility and engagement. Through strategic alignment with "Unfrosted," Pop-Tarts not only reinforced its connection with consumers, but also highlighted the power of agility in the ever-evolving marketing oven. By harmonizing their marketing efforts with the cultural feast of "Unfrosted," Kellanova serves up a complete indulgence for consumers, enticing them not just to watch the film but also to savor the mouthwatering taste of their product. This delightful dance between entertainment and branding not only reaffirms Pop-Tarts' status as a cultural confection, but also showcases the potency of innovative marketing strategies in stirring up consumer engagement and loyalty.

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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This is hella interesting. I don’t think it’s a brand problem…I think it’s a profit over people problem. When you get comfortable just because of your name, cut corners on quality/material/innovation, and shift away from facilitating community+connection—why buy when you can no longer resonate with a brand whos values go against your audience and their cultural touch points are surface level at best. Sometime you have to slow your processes down and give people the room to develop regardless of what the board says. New Balance moves so strategically and slow when making choices and have been at the center of creating culture. Moving as fast as culture is never the answer if it’s at the expense of people for profit and doesn’t create impact over time.

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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In today’s installation of how to walk the bold advertising talk that for so many is just talk, I give you the new campaign from Impossible Foods and Erich and Kallman. And it’s bold in approach and execution. Its point of view (from my point of view) is a big, bold step away from the usual plants are good/meat is bad eco-rhetoric of veggie burgers. For Impossible, it’s not that plants are as good as meat. It's not that plants are better than meat. It's that plants ARE meat. Now that's bold statement. It goes again everything we’ve ever been taught to be true about taxonomy, starting with when King Philip Came Over From Germany Saturday. And it’s not just the traditional advertising that reflects their strategy. Impossible has adopted meat culture in all of its carnivorous excess. The redesign sports the reds, yellows and whites of McD’s, BK, and Wendy’s, with nary a whimper of tree-hugging eco green or faux-organic flowing type. They’re putting on a hot dog eating contest. They converted a cattle ranch into a plant meat ranch. They are doing meat stuff. It's smart. And It’s more than bold marketing, it’s bold branding. Which seems appropriate, since meat is where the term branding comes from in the first place. https://lnkd.in/ezuQyyrd

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Our latest #AANHPI report, in collaboration with Gold House, highlights the shift in the conversation from community to industry as Bing Chen shares here. Check it out in his own words! And check out Nielsen for our latest report!

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Exciting news for the haircare category from Fenty Beauty! The launch of Fenty Beauty's new haircare line by Rihanna is an exciting development with both promising prospects and potential challenges. As a voice-of-consumer expert, I couldn't ignore this much-anticipated launch, as Fenty Beauty is often highly praised in my conversations with consumers for its quality and inclusivity. I personally see the following factors that play in favor of this launch: Strong brand equity: Leveraging the success of Fenty Beauty, Fenty Hair can definitely attract a loyal customer base as consumers anticipate the brand's product to be high-quality. High market demand: The global haircare market is growing, with a projected value of $107 billion by 2027. Fenty's focus on diverse hair types aligns with consumer needs and can be a significant point of differentiation in this category. Rihanna's personal brand: Rihanna’s influence and deep involvement with the brand is crucial for attracting a broad audience and helping spread awareness about a new product line. However, navigating market competition and maintaining authenticity will be essential for success. The #haircare industry is crowded with established brands and other celebrity-endorsed products which compete for consumers’ attention. Additionally, there has been ongoing public discussion about the perceived authenticity of the Fenty Hair brand and its founder, Rihanna, who is known for wearing wigs and extensions rather than showing her natural hair. Addressing these perceptions will be critical for building consumer trust and not losing a loyal customer base. I’m personally excited to see how Fenty Hair performs in the haircare industry.

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Wanna know why it's dangerous and irresponsible for industry stalwarts like WARC, Contagious, and Marketing Week to platform hyperbolic "anti-purpose" rhetoric from self-published books that have not been credibly vetted or fact checked? Look no further than this share from Nathan Jun Poekert. The unintended consequences of baseless fearmongering are just too costly... And the people who pay the price are people with whom the ivory tower elite will never have to cross paths. That kid in Alabama who can't buy a PRIDE shirt at Target this year will feel even less of a sense of belonging as a result of our corporate cowardice. I'll say it again. Not all perspectives are worth valuing. There is objective truth. It's why the NYT Opinion section doesn't accept the dear diary entries of anyone who feels like being heard. We look to journalists and trade organizations to find out what the truth is, and platform THAT. "Here's what everybody who our team is friendly with thinks" is not an appropriate editorial strategy. #thinkforyourself #pride #corporatecowardice #corporatefragility

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Part 1 of this three-month corporate comms specialization from UC Irvine focuses on communication methods and organizational "storytelling," a term I've always hated because it sounds like kindergarten. Having completed the coursework, I've learned the best brands are those that fuse marketing and communications objectives with enough self-awareness--think Dos Equis--that we don't feel like we're being read to sleep by our kindergarten teacher after lunch and recess. In other words: not all stories sound the same, not all of them need to leave you blandly, genially happy, and some can be quite short, simply arousing a desire for a product or to deepen a relationship with an organization. Thanks Chris Ruoff and Coursera! #communications #marketing #storytelling

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This is what happens when good creative concepts come to fruition.

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