Susan Vugts

There are three key traits, IMO, that have made New Balance and Chris Davis successful in growing the brand and all 3 are displayed in this campaign. 1. They grew their categories slowly and strategically. 5 Years ago you never would have seen all of these different sports represented, let alone at the same time. The planned their entrance into a category, tested and nailed the product, signed the talent and promoted it effectively. 2. They put stars of all types on display with equal footing. Regardless of gender, race or sport - they have been promoting their talent along side the brand in a really balanced way. This helps bring consumers into the brand from a single connection point and become exposed and aware of the categories the brand plays in. Also, they don't have to shout about their equality efforts through PR spin, they just put them on display by living it. 3. They refresh their brand campaign rather than reinventing it. Consumers can take years to fully acknowledge what a brand is standing for or even just saying about itself. Unfortunately, by the time a brand positioning is starting to land with a consumer base, brands often feel the corporate psychological pressure to reinvent (what's our annual strategy this year? What's our new message? etc). Instead, NB has refreshed "We got now" and are going to continue allowing consumers time to connect with that brand ethos. Marketing is like life. Changing is often easier, than enduring. A lot of brands like changing what they say because it's easier than focusing on doing what you already do better. You need to establish who you are, live it and then reveal to the world how you're living it. Side-note - I love the talent roster they're building. I know the group isn't finished yet, but I love where they're headed.

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CC:DC Cannes Can: Diversity Collective Panel: STANDING ON BUSINESS: HOW CONTINUOUS INVESTMENTS IN THE CREATOR ECONOMY STRENGTHENS LONG-TERM GLOBAL IMPACT This was a dope panel that featured some disruptors and emerging voices in the #creator space. As a 16-year ad vet who has done a lot of work in the creator and influencer space here are some of the perspectives that resonated with me. Tiffany Hardin shared this real talk: 💲 Have conversations about pay with your friends. Creators need to share rates so they all can win. ❓ Every brand leader needs to know who is on their procurement list. We all know friends who work at different agencies and who have started different ventures. (Put them on and diversify who your brand or agency works with). 💡 Brand leaders have to train their team to work with creators of color and ensure it's the rule and not the exception because of the news cycle. Marinda Yelverton was talking money moves! 🔐 Look at brands as an extension of you and brands should look at you as an extension of them by building long-term relationships. 💵 Diversify your income. Don't just focus on brand deals. Affiliate, subs, merch, licensing. Etc. And diversify your platforms! My fave industry disrupter, Walter T Geer III had a lot of truth to tell about the agency side of things. 🤜🏾 We need to develop relationships in the agency and send the elevator back down for another opportunity. ✔ Have people at the table as decision-makers. You can be a CMO or CCO but still be uncomfortably demanding things. 🎯 Focus on bringing new talent into the agency and mentorship. It's about creating opportunity for everyone. Crystal Barnes shared how to ABC (always be closing): 💰 As a creator, once you work with a brand on the Super Bowl you need to say I know you have x, y, z upcoming... How do we continue this partnership? (Extend the bag!) #Cannes2024 #CannesxCulture #MyCannesPOV

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The mutual enhancement of creativity and AI interaction can lead to innovative thinking and remarkable outcomes. 

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As Seb Joseph points out in this latest piece in Digiday, the same publishers purchased through TRUSTX are 50% more environmentally friendly than they would be if purchased through other supply-side platforms, as audited by Scope3. But it's not because we have less carbon-heavy MFA inventory than other SSPs. It's because we don't have any. Never have. Never will. Zero MFA, ever. It's not easy being green. But it is worth it.

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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The IABC Global Standard is one of my go-to frameworks for #communication planning. The six core principles encompass the strategic contributions that communication professionals make to their organizations and their clients. I summarized key points here, but the full version is a great read for those starting out or mid-career pros looking for a refresher: https://lnkd.in/ePABq7-p #communications #globalstandard

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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To get a first hand account of how the role of the CMO continues to shape-shift, I sat down with Chief Growth and Disruption Officer at Xerox, Deena LaMarque Piquion and Global President of EssenceMediacom, Kristin Gower to hear their thoughts on the subject. Our conversation ranged from changing titles to AI and everything in between. Three insights that might ring true for you: 1. CMO as Growth Orchestrator –  We saw this last year with EssenceMediacom's research too: With an expanded remit, CMOs are now responsible for multifaceted, data-driven strategies and the ability to scale initiatives quickly and globally. 2. Tracking Brand Health and Customer Insights to Drive Growth – Using brand studies and NPS surveys to understand strengths and focus areas, particularly targeting emerging decision-makers, to identify growth opportunities and refine engagement tactics. 3. Redefining the B2B Marketing Playbook with Emotion – Adopting a more human and playful approach, using platforms like TikTok to engage younger buyers, and aligning with digital transformation trends for more relatable and impactful messaging. Full scoop here: https://lnkd.in/eZjhffm9

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"The opening lines of our AI policy drive this home: 'Artificial intelligence (AI), like most technology, can be used in positive or detrimental ways. We hired you. That means a lot to us. We want your ingenuity, creativity, and perspective first and foremost.' We have no interest in replacing our team with AI or software. When we hire people, it’s with a clear understanding that this role can only be successful with a human’s strategic mind. What makes Formada unique is the quality of our work." Read on to learn more in Garrett Jackson's fantastic new blog!

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This article is about the insights I gained during the SDG jury at Cannes Lions this year. Thanks Kim & Adam Shaw for releasing this in your valuable space. https://lnkd.in/g6a_szdE

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💰Capitalism is complicated 🤑 It’s expanded economic opportunity for a variety of groups, but it also serves a system of oppression in itself. Now, more than ever before in capitalist history, consumer buying power is more diverse as communities of color are looking to engage with brands that make them feel seen, heard and valued. And they are ready to intentionally make choices of where NOT to spend their money when they don’t see themselves included in a brand's marketing. Whatever you believe the role of government should be in supporting communities, corporations do have a place and responsibility to the constituents, customers, stakeholders and importantly the employees they serve. Corporations that prioritize #culturalcompetency, not just diversity, will lead financial performance, consumer loyalty, employee satisfaction and corporate brand reputation. ++++++ Hi 👋🏽 I’m Mariam, founder of Chatterbox Consulting, an #inclusivemarketing and communications consultancy for brands who won’t keep quiet. I specialize in helping brands create business impact, build communities and drive engagement by authentically centering, celebrating, and serving the needs of underrepresented audiences. 💌Reach out & #LetsChat about how to evaluate and create culturally competent content and campaigns for your brand.

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Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

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From early adoption to ethical applications, three of WE’s leaders - Nitin Mantri, Laura Gillen and Tiffany Cook – unpack our latest #WEBrandsinMotion research, on how brands must bridge the AI expectation gap, with PRWeek.

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Did you know by 2045, the U.S. will transform into a "majority-minority" nation? That means no single racial or ethnic group will make up the majority. What does this mean for brands who are looking to engage with diverse audiences? Find out in the latest Chromantics blog where we're chatting all things multicultural marketing! 🌍💬 Here’s what you’ll discover: ➡️ Understanding Your Audience ➡️ Crafting Transformative Campaigns ➡️ Navigating Challenges ➡️ Measuring Campaign Success Tap in 👉🏽 https://lnkd.in/eDR_xeUj #MulticulturalMarketing #CreativeAgency #DiversityInAdvertising #ChromaCreators

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Thanks STEVE GOLDHABER for inviting me to join you on a recent episode of Interesting B2B Marketers. Truly enjoyed the discussion around developing strategies for legacy brands as well as emerging brands. #branding #b2bmaketing

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Today we launched an exciting new vision for HAVAS Red AU. We've got a lot to say, and it starts with our intelligent people. *MANIFESTO* The world is fixated on AI. Convinced that artificial thinking can replace the best ideas, creativity, relationships, and people; that everything we do can be automated. But not us. We believe the world needs critical human thinking more than ever. At Havas Red, we choose to power our world and that of our clients with a different form of AI: Agency Intelligence. We’re the agency everyone turns to for intelligent strategy, ideas, and people.   Agency Intelligence is the operating model that drives meaningful work in a world of constant disruption. Our people find the emotion and truth when unlocking a strategy. We fuel original creativity that can impact a generation. And we obsess over solving the most important challenges for our clients. There is nothing artificial about Agency Intelligence. #communications #publicrelations

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This is going to be a real challenge. Recognizing the importance of authenticity in brand story telling is critical. And as the author states..."The key is to blend the innovative capabilities of AI with the irreplaceable value of human insight, ensuring that your brand tells authentic stories that resonate with your audience." #authenticity #authenticcontent

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