While some businesses have eliminated the CMO role from their company org charts in recent months, fashion apparel brand True Religion has taken the opposite approach—and hired its first chief marketer. We spoke to CMO Kristen D’Arcy, who has numerous campaigns and integrations across music and sports to speak of just six months into the job—from a collab with rapper Saweetie to NFL and NBA activations to a sizeable spike in TikTok followers. Read our chat with D’Arcy about the company’s marketing vision, artist collaborations and its forthcoming “Team True” influencer focus group.

The first part of our chat with Doritos’ Global Head of Marketing Fernando Kahane looked at the ideation, development and campaign distribution across its new international brand platform, “For the Bold in Everyone.” We bring you part two this week, where Kahane reflects on influencer and creator partnerships, gaming integrations, experiential marketing and balancing the brand’s media mix.

From streaming services to Instagram stories to traditional websites, the digital ad space has become congested with content, flooding audiences from a variety of channels. For B2B targets specifically, a programmatic approach to advertising can help marketers find audiences through an automated process of buying and selling digital ad space in real-time. Here is a five-step approach to strategically master programmatic advertising.

Lastly, when deciding whether to align your brand with a key cultural moment, whether a forthcoming holiday or a tentpole event, consider these insights to determine the right audience and product fit.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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