Chief Marketer
we've got a lot to talk about
October 27, 2019

It’s been a thrilling week to be in brand activation and promotion marketing. During the 2019 PRO Awards Gala—and Bloody Mary brunch—we announced this year’s Gold, Silver and Bronze PRO Award winners. The top prize, the Platinum PRO, went to Frito-Lay and the Cheetos brand campaign, “Teach Me How to Curl,” from The Marketing Arm.

Join us in celebrating the incredible work by visiting the 2019 PRO Awards site to read case studies and view creative of all of the gold winners across 26 categories, including campaigns from Old Navy, W Hotels, Kraft, Bacardi, AB InBev, Visa and many others.

Mexican Grill Chipotle is a winner of another stripe. It wasn’t that long ago that Chipotle suffered a major food safety crisis that crippled business. But since then, the brand has overhauled its marketing strategy to drive profitable volume growth, double its stock price and revive huge brand loyalty. How’d they do it? Chipotle CMO Chris Brandt shares the behind the scenes—and consumer facing—playbook.

And speaking of loyalty, KLM owns one of the most innovative programs around. Those who fly biz class are offered a selection of little blue and white porcelain houses filled with booze to choose from—physical status symbols of their loyalty. KLM just announced the release of its 100th version to celebrate the airlines 100th birthday.

Brands like KLM are earmarking plenty of money for marketing technology, but many aren’t making the most of those investments. In the recent Chief Marketer Martech Outlook survey, we explored where their dollars are going, and what’s holding them back from martech nirvana. Check out this new infographic highlighting the results.

Having a consistent look and feel in email marketing is a top priority for many organizations. But it can be tricky when you have numerous departments sending out messages. Bri Loesch of The Ohio State University shares how modular templates enabled the school to improve email branding across multiple colleges.

Finally, the paradox of today’s data-driven, AI-driven marketing is that despite a large number of channels that provide information and customer service (Hello, chatbots!), consumers are craving more human experiences. We consider why the human touch is still so important in the age of automation.

Cheers to all the PRO Awards winners!

Patty Odell
Senior Editor
Chief Marketer

This newsletter is brought to you by:


Why Martech Investments Aren’t Optimized: Infographic

In Chief Marketer's Martech Outlook Survey, we look at what solutions marketers are investing in, and why they aren't maximizing those dollars.
Read More

Frito-Lay and The Marketing Arm Take Top 2019 PRO Award

The 2019 PRO Awards winners were announced at a Bloody Mary brunch held in New York City. Read all the case studies.
Read More


Email Templates Help Ohio State Create Consistent Branding

The university wanted to create one visual identity, and make sure no matter where in the system an email originated, it had a consistent look and feel.
Read More

Chipotle Roars Back from Food Crisis with Hard-Hitting Strategy

Chipotle CMO Chris Brandt on how the brand made an amazing comeback after a food crisis began to cripple the company in 2015.
Read More

KLM Airlines Celebrates Loyalty with Booze-Filled Figurines

KLM may be my new favorite airline. I’ve never flown them, but they have a loyalty program that upends all others.
Read More

The AI Paradox: Why More Automation Means We Need More Humanity

How does a brand reap the benefits of AI and marketing automation, and become more “human” at the same time? The answer lies in organizational empathy.
Read More

read more about
Four Brands That Are Engaging Customers
Delivering Personalized Content Experiences
Data's Role in Next-Gen Customer Experience
Doctor Who, #MeToo and Changing Times
Smarter Ways to Track Marketing Attribution
Creating Loyalty in the Data-Driven Era