When Newell Brands’ CEO Chris Peterson identified generative AI as a key part of its corporate strategy moving forward, Melanie Huet, President of Brand Management and Innovation, gladly took up the challenge.

“We saw it as a potential leapfrog opportunity for Newell, because in many areas, especially with technical things like IT programs, we’re behind,” she told Chief Marketer. “We had an opportunity to leapfrog all the way up into the front—and AI could be the accelerator.”

And that global parent company of CPG brands, including Sharpie, Rubbermaid, Yankee Candle and others, is moving full speed ahead. With Huet at the helm, it’s integrating genAI into its marketing strategies, piloting use cases, upskilling employees and producing actionable insights to fuel the business. We spoke with Huet about three specific use cases for AI within customer insights, consumer personas and innovation lead times.

Though originally an audio brand, Audible now leads with marketing activations popping up at festivals, international events and fan cons, all with the goal of reaching new audiences through experiences in real life. Audible's James Finn, Global Head of Brand and Content Marketing, discusses the brand's major marketing moments, global reach, strategic goals and how digital tied into the overall delivery.

Legacy brands looking to thrive in 2025 amid competitors’ big swing rebrandings and the sheer volume of consumer choices out there have their work cut out for them. Here are five ways to bring your brand into modern consideration, from having fun with form to cautiously approaching collabs.

Lastly, The Week Ahead will take a brief pause for the holidays. On behalf of all Chief Marketer staff, we wish you a peaceful break and a wonderful new year.