Discover’s latest ad campaign featuring actress Jennifer Coolidge challenges the perception that its card is not readily accepted at merchants across the U.S. With the help of Coolidge’s broad comedic appeal and recent Nilson data, which claims Discover can be used 99% of places that take cards, the brand hopes to dispel the myth once and for all.

“If you're our customer, you know that you can use it with confidence pretty much anywhere you want to use your card,” said Discover SVP and CMO Jen Murillo. “If you're not our customer, though, you may not know that. And that misperception about how widely Discover cards are accepted is something that we really wanted to tackle.”

We spoke with Murillo about the next phase of Discover’s “Especially for Everyone” campaign platform, ways the brand is marketing the message to consumers and how it localized the OOH campaign supporting the broader effort.

In the measurement space, Share of Voice can provide a comprehensive view of a brand’s market presence, helping marketers understand how well their efforts are resonating compared to competitors. ddm marketing + communications’ COO JoAnne Gritter takes a closer look at the metric, including SOV analysis, benchmarking and implementation.

Lastly, much has been written about the evolution of the CMO role of late. What’s clear is that the function—when led with an eye on the end customer and the business—is increasingly important to future growth. But too often marketers are turned to as storytellers rather than drivers of corporate strategy and revenue. That needs to change, writes our columnists. Here's how.

Until next week,