CM Weekly January 15, 2023 Like all brands within the spirits category, Johnnie Walker is accustomed to marketing around life’s celebratory cultural moments. But when it came to the emerging, disruptive culture of Web3 and collectible NFTs, the whisky maker lacked influence. “This was an area of culture that we really weren't playing in, and…
CM Weekly January 8, 2023 The fashion and apparel brand Esprit, known throughout the ‘80s and ‘90s for its colorful, oversized sweatshirts and ubiquitous three-striped logo, is seeking a revival on U.S. soil. And it brought on Ana Andjelic, former Chief Brand Officer of Banana Republic, to lead the charge. Esprit’s new Global Chief Brand…
We spoke with Andjelic about her vision and strategy for the brand's comeback, the art and science of global brand-building and what it takes to succeed as a modern CMO.
CM Weekly December 18, 2022 It’s that time of year again, folks. The editors of Chief Marketer have unveiled the 2023 CM200, our annual list of the best brand engagement and activation marketing agencies across 11 categories and specialties serving the U.S. “This year’s CM200 represents an agency community made stronger and more resourceful than…
CM Weekly December 11, 2022 When Kristen D’Arcy took over as CMO of D2C wellness brand Homedics six months ago, she inherited a brand refresh at its first stage. But it’s what she created from those assets that made a difference. Actions such as launching a full-fledged brand campaign with a diversified media strategy, updating…
CM Weekly December 4, 2022 “With everything that’s happening in privacy right now, and how the media landscape is changing, your first-party and your zero-party data become at the center of communicating with your community or your consumers. And that’s why we really nurture this program.” —Ekta Chopra, Chief Digital Officer, e.l.f. Beauty Chopra is…
Chief Marketer spoke with the digital chief about the benefits of loyalty programs, managing personalization at scale and keeping up with the speed of digital.
We spoke with D’Arcy about lessons learned from previous marketing roles, the rise of influencer marketing, trends to follow in the D2C world and more.
CM Weekly November 20, 2022 The results are in, folks. The winners of Chief Marketer’s 2022 PRO Awards, the world’s largest awards program recognizing excellence in promotion marketing, were unveiled this week during a virtual celebration honoring the year’s programs across 40 different categories. The caliber of the work stunned our esteemed panel of judges,…
CM Weekly November 13, 2022 For a growing number of consumers—particularly within younger generations—assigning purpose to a brand cannot be an afterthought. It must be incorporated into the business’s values and practices from the ground up. One such company is Cotopaxi, a founder-led, direct-to-consumer brand that makes sustainably-designed outdoor gear. But beyond the products, it’s…