Lauren Wiener’s Post

I feel beyond grateful to have attended Cannes Lions again this year alongside some incredibly talented fellow marketers to discuss the evolving landscape of Marketing and Generative AI. As a participant in three panel discussions, hosted by Bloomberg, Interpublic Group (IPG), and PRWeek, I wanted to share three important insights that came up across the board: 1. Personalization is key— custom content is great, but considering local context and an intentional use of Generative AI boosts growth. It takes a solid strategy, good data, and lots of experimenting. Recent Boston Consulting Group (BCG) research revealed that 60% of CMOs are leading these AI initiatives, getting CEO and CFO support is crucial. 2. Marketing should be considered as a broader ecosystem where tech and partnerships play a major role. 3. Labeling AI-generated content and staying up to speed on AI ethical practices is a must to keep content honest and trustworthy. For a more comprehensive look at how Generative AI is revolutionizing marketing, peruse our just released Global CMO Survey by BCG: https://lnkd.in/d5m8Q3-N. #CannesLions2024 #Marketing #GenerativeAI #BCG #Innovation

Great discussion this morning at #CannesLions around the power of #GenAI to fuel personalized experiences for consumers. Big thanks to Emily Chang from Bloomberg for moderating, as well as industry the luminaires, Amanda St L Jobbins, Chief Marketing Officer & Director at Vodafone Business Doug Martin, Chief Brand & Disruptive Growth Officer at General Mills Oliver Parker, VP Global GenerativeAI GTM at Google Cloud

I’m delighted to be going back to Cannes Lions International Festival of Creativity this year and exchange insights at Boston Consulting Group (BCG)’s panel discussion, "Retail Media 3.0: Future Proofing Your Retail Media Network", with such a fantastic group of panelists: Parbinder Dhariwal, VP, General Manager at CVS Media Exchange (CMX) ; Richard Nunn, CEO at United Airlines MileagePlus ; Cara Pratt, SVP at Kroger Precision Marketing at 84.51˚   Competing effectively with media giants continues to be a challenge for both retailers and brands as retail media networks (RMN) reach a critical inflection point. In our discussion, we will explore strategic approaches to unlock the next wave of growth in retail media and how corporations can secure their place in the future landscape. More details and registration here: https://lnkd.in/g5TWk_9N   #BCGatCannesLions #CannesLions2024

Excited to be serving as the moderator at the #NRF2024 session, “Brainfreeze! How 7-Eleven is Redefining Retail Media with ICE”— to be led by 7-Eleven EVP and Chief Marketing & Sustainability Officer, Marissa Jarratt. Retail media will undoubtedly continue to be a topic of importance for #retailers in 2024 and I can’t wait to hear what 7-Eleven has been up to. Join us on Jan. 14 if you’ll be attending the Big Show! https://lnkd.in/eifSW7DY

Women represent half of the global population yet they continue to be overlooked in two critical areas: health and wealth. To contextualize the issue with research from BCG X InnovateHer initiative: only 4% of research funding focuses on women’s health even though women make a reported 80% of household healthcare decisions. And despite women controlling $10 trillion of household financial assets, $700 billion in revenue potential remains untapped because financial services and products continue to overlook them.   My colleagues Sharon Marcil, BCG’s North America Chair and Alex Friedman, Managing Director and Partner, explored these staggering stats recently at the Washington Post Live’s Global Women’s Summit, in a mainstage segment titled 'The Untapped Economic Opportunity of Women’s Health & Wealth.’ While there is reason for concern, Sharon and Alex left the room with an optimistic message: both markets are improving, largely due to the incredible action driven by women leaders who have recognized their power and have demanded action.   Watch the full segment: https://lnkd.in/eEqKGXMk

Thanks for a day of insightful conversations at #IABConnectedCommerce. Really appreciated discussing #Personalization and Next Gen loyalty with fellow panelists Andy Murray, Paul Brenner, and Kelly Leger - Massie. Check out BCG’s recent perspective to deep dive further into how tailored experiences, community cultivation, partnerships, and seamless omnichannel orchestration drive Loyalty 2.0 : https://lnkd.in/dk5QP6PE 🚀 #LoyaltyEvolution #RetailTrends

Understanding marketing as an investment to drive growth versus a cost is a tough gap to bridge for many CFOs and CMOs. But when they collaborate, CFOs gain more clarity on marketing strategy and how it appeals to both short-term and long-term growth metrics.   Suman Bhattacharyya at CFO Dive and I discussed how the economic downturn is currently impacting marketing budgets across industries, why CFOs are hesitant to invest in short-term marketing levers, and how CMOs are balancing short-term sales with long-term branding. Read more about this topic here: https://lnkd.in/eQGv9BNS   #marketing #cmo #cfo #costcutting #marketingstrategies #economy #csuite

Amazing insights and stories on how to deliver on the promise of sustainability with nudges and full journey marketing.

Earlier today, I had the pleasure of moderating an engaging session on "The Chief Collaboration Officer: Insights from CMOs Navigating the C-Suite". We delved into insights from CMOs, Lynne Biggar and Marissa Jarratt, on successfully navigating the C-Suite. The panel agreed that "collaboration" is crucial for #marketing to fully realize its value. When effectively implemented, it can become a powerful engine for omnichannel growth, with leaders performing at 2x the rate of laggards. Key ways to fuel this growth engine include being speaking the language of finance by setting metrics based on business outcomes as well as aligning with other C suite roles including product and IT. As Lynne insightfully advised, "Express interest in areas beyond your primary area of focus. Don't wait for opportunities to come to you, proactively seek what you need." Marketers must understand that agility and the ability to pivot are the new norms and should be leveraged at every opportunity. Marissa also highlighted the importance of democratizing feedback to ensure it permeates throughout the organization.   A big thank you to both Lynne and Marissa for this insightful discussion! If you're at Cannes Lions, don't miss out on our programming at the BCG Cabana in the coming days. #BCGatCannesLions