“5G Is Going To Democratize The Industry,” Verizon Media’s Jeff Lucas On 5G And The Next Stage Of The Mobile Revolution

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For an industry that should know a thing or two about the dangers of getting carried away by a good promotion, advertising often feels like it’s susceptible for a ride on the hype-train. If you’re lucky enough to find yourself at Cannes Lions, then I guarantee that, whether you’re knocking back rosé on the Croisette or listening to a talk in the Pavilion, at some point someone will pipe up about the magic bullet that is going to change everything. 

In previous years, this MacGuffin was everything from programmatic to Blockchain, but in 2019, the panacea is 5G. Sure, it’s only been rolled out in a few cities in South East Asia and the United States, but already, the super-fast mobile network’s ability to get marketers fired up is only matched by confusion about its actual potential.

Most advertisers and marketers haven’t seen it in action yet, so it’s hard to know what it’ll do. On the one hand, the lightning-fast speeds promise marketers the ability to connect with their audiences on a new, more personal level, while simultaneously offering nothing at all. On a tactical level, 5G is undoubtedly going to be something that marketers must grapple with in the next few years. But what, exactly, can it do now and how should brands prepare themselves?

If there is one company that knows how 5G actually functions, it’s Verizon Media, currently embarked on a massive rollout of the technology across the U.S. To get a fix on what these applications look like and what they mean for marketers, I sat down with Verizon Media’s head of global client solutions, Jeff Lucas at Cannes Lions. Over coffee, we had a wide-ranging discussion about the implications that 5G will have on brands and how the technology will change the way companies will look at digital creativity.

At this early stage, what does 5G mean for marketing departments?

From what we’ve seen so far with 5G, the possibilities really are going to be endless. It opens up so many doors, and the applications can extend as far as your imagination. We just don’t know what all the possibilities are yet.

I think the best way to think of it at the moment is as a supercharged software kit. You know how tech companies give people new software development kits (SDKs) and they, in turn, create all these incredible applications? I believe 5G will roll out in a similar way. We’ve been one of the first companies to connect through the technology, and we’re only just starting to scratch the surface of what can be achieved.

Things move pretty quickly in the mobile space. How fast will 5G take off? 

Things are moving very quickly. In Southeast Asia and Scandinavia, there has already been a lot of progress, but 5G networks need a whole new infrastructure from [those of] 4G and 3G, so I imagine it’s going to be another 18 months or so until we see widespread adoption in the United States. 

From a device standpoint, all the major manufacturers are looking to realize 5G ready smartphones by the end of the year, so I imagine you’ll be seeing a large number of consumers using it by the end of 2020. It’ll undoubtedly be the standard within the next three years.

What do you think will be the effect on consumers once 5G becomes commonplace?

I think the effects are going to be huge. You currently notice the speed difference when you move from a 4G to a 3G area, and I think the jump in speed will be that again. The massive increase in processing power means that 5G removes a lot of the latency that comes with mobile data, so experiences that once had a lot of drag associated with them, like downloading a movie or streaming a live sports game, will now happen almost instantaneously.

No doubt, this is going to have a massive knock-on effect with consumers. If you think that people already expect a mobile experience that is instantaneous, then you can imagine how much worse that is going to get [in the future after 5G adoption]. They’ll really notice when they’re not operating on 5G speeds.

Will this be counterbalanced by the fact that 5G will allow marketers to be more nimble in their media tactics?

Actually, I think 5G has the power to really change media as we know it. If you look at the direction of travel when it comes to innovation in adtech, you’ve seen a non-stop progress towards consolidation. Most platforms are becoming more streamlined and creating a place where a single message can be disseminated through a one-stop shop. 5G is going to supercharge the process, opening up more channels and allowing them all to be managed through one DSP.

We’re already seeing this happening. We have one client, a quick-service restaurant, who has thousands of outlets and wanted to talk with us specifically about how they could deploy 5G as part of their business. Each one of their outlets has a video message board, and they wanted to be able to run different campaigns on them in a second. Now, it’s true that this is something you could already do, but the extra connectivity that 5G brought allowed them to be able to use them in a whole different way. We can run a campaign, deliver it instantaneously and see receipts coming in at the same time, speeding up the decision process.

It has taken something that was very latent, an in-store campaign, and brought it into a reactive digital space. Marketers are going to be able to use similar tactics over the entire advertising mix.

Is 5G going to give marketers a lot more data to play with?

Yes, It’s not only going to allow marketers to consolidate all this information into one or two channels, but it’s also going to increase the channels that you can receive data from, revolutionizing how marketers use media. Where once you had thousands or even millions of data points to work with on a campaign, in the near future you will be able to work with trillions. All done with privacy and in a way that is data-safe–that is very important.

How will 5G help brands connect with customers?

This technology is dissolving the barriers between channels, but on the other hand, it’s also dissolving the boundaries between content and experience. Our Hypezilla, which was created by our RYOT studio, is an excellent example of this. Launched on Yahoo Play, it uses 5G technology to create a live augmented reality experience. You have voice, action and animation, all happening simultaneously. 

That is just one example, but I think 5G is the missing piece of the puzzle when it comes to a lot of these digital/augmented reality experiences; be it smart mirrors in clothes stores to driverless taxis. 

This sounds exciting but doesn’t creating AR And VR experiences like this require a level of investment most SME’s can’t match?

I’m not too sure about that. I think 5G is going to be so widespread that it really is going to be for everyone. Right now, we’re a large company, and we have the resources to really play in this space, but any advantages we have are always going to be shared with the wider industry. In fact, one of the big things we’ve always said about RYOT is that we’re committed to working with everybody!

In the long run, I think 5G is going to help smaller shops to be even more competitive. The vast increase in processing power is going to allow small teams to do even more work at a better level of quality. Take animation; my brother worked on King of the Hill; first as an editor and later as a voice actor and as a writer. Over the years he worked on that show, the way technology changed that industry has been nothing short of profound. It used to be that you could tell where a computer had animated something and where a human had animated something, but over the years it has become harder and harder to tell the difference.

I think 5G is going to accelerate and democratize these processes. it’s going to allow something that once took a team of 50 people to do to be done by, say, a team of five. The cost savings are going to be amazing.

In summary, what are the main points marketers need to know about 5G?

I think the main thing is that it’s going to add a whole new set of tools to the tool kit. It is not only going to shorten the distance between data and experience, but it’s also going to vastly improve the quality of those experiences.  

Hyundai Taps LGBTQ Leaders And Filmmakers For Branded Docuseries

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Hyundai is celebrating Pride month with a three-episode branded series, “OUT For Greatness.” The videos feature three vibrant LGBTQ leaders and three up-and-coming filmmakers, exploring their personal stories while also commemorating the equal rights movement.

Released on Hyundai’s YouTube, the first episode is a nine-minute video starring international drag sensation Shangela (RuPaul’s Drag Race), and comedian Kevin Yee. The two meet at a restaurant and share their coming out stories with each other, as well as how they’re using their platforms to progress the community. After a few minutes of chatting, Shangela tells Yee she’s taking him shopping. The camera pans to the pair getting in Yee’s Hyundai and driving to a vintage clothing store while discussing the 50th anniversary of the Stonewall riots. Upon reaching their destination, it’s a feel-good fest as they try on different items. When finished shopping, Shangela asks Yee about their bags, “Is all of this even going to fit in your car?” To which he responds, “Yeah, wait until you see my trunk—of my Sonata.”

https://www.youtube.com/watch?v=5yc-jQiRNCY&t=31s

“Hyundai is proud to partner with some of the biggest names and best talent in the LGBTQ community to develop this innovative content series. Hyundai is a company that places a high value on diversity and we stand together with the community to drive inclusivity and acceptance for all,” said Dean Evans, CMO, Hyundai Motor America. 

Hyundai will roll out the remaining two episodes over the coming weeks, and all three episodes will be shown at Outfest Los Angeles, for which Hyundai is the exclusive automotive partner.

The company has a long history of supporting the LGBTQ community and is executing numerous activations to show its commitment. In October, the brand will celebrate Hyundai Spirit Day in honor of national coming out day and anti-bullying. Year round opportunities are also available through Hyundai’s internal resource group, Drive: Equality, which supports an inclusive work environment for all LGBTQ Hyundai employees.

Facebook Updates Terms Of Service Around Targeted Ads, Introduces ‘Top Fans’ Targeting

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We cover the most relevant social media news for marketers, so make sure our daily round-up is part of your morning routine and never miss important updates. 

This week’s happenings in social media include Facebook updating and explaining their terms of service for greater transparency, UNIQLO partnering with TikTok to launch #UTPlayYourWorld campaign, Instagram working on stop-motion camera feature for “Stories,” Telegram rolling out updates for chats, Snap publishing “Friendship” report, Twitter updating “Lists” and Instagram introducing ads to “Explore,” Facebook bringing “Top Fans” targeting option, YouTube adding three new features to Homepage, Twitch rolling out subscriber-only streams for creators and more.

Facebook Clarifies Language In Terms Of Service Around Targeted Ads

Facebook is updating its terms of service to better explain how the platform makes money from targeted advertising and what rights users have when using the service.

Why it matters: Facebook is making it clear to users that the service is free due to targeted advertising, a concept that bewildered members of Congress during CEO Mark Zuckerberg’s congressional hearings over privacy concerns last year.

The release states that the updated TOS is “the result of our work with the European Consumer Protection Cooperation Network” and “based on input from ongoing conversations with regulators, policymakers and consumer protection experts around the world.”

The details: In a press release posted to Facebook’s Newsroom, Anna Benckert, VP and associate general counsel, announced that newly streamlined terms of service will go into effect on July 3rd, 2019. 

The release states that the updates are part of Facebook’s “ongoing commitment to give people more transparency and control over their information.” Key changes to the TOS include an explanation on how the platform generates revenue from target ads, why they take certain content moderation actions, clarification on the intellectual property rights of users and what happens to content after it is deleted.

Facebook Brings ‘Top Fans’ Targeting Option To Pages

Facebook launches a new feature, which will allow adding updates to “Top Fans” for organic page posts. 

Why it matters: Top Fans targeting provides a way to facilitate more community engagement and establish a stronger connection.

The details: The new option enables the Page owners to create posts exclusively for “Top Fans” to show appreciation or give access to exclusive content. To take advantage of the update, all eligible Pages will need to first turn on “Top Fans” badge by going to their Page Settings and selecting the ‘Facebook Badges’ section.

YouTube Gives The Users More Control Over Homepage 

YouTube announced the addition of three new homepage features, focused on the user’s preferences and interests.  

Why it matters: The company’s intent is to “to help viewers find new interests and passions—such as a new favorite artist, a new creator they can follow or simply the best food recipes.” This means that brands need to be aware of the control the users gain with this update and create more specific content to connect with their audiences. 

The details: With the new updates, YouTube users will be able to more easily explore topics and related videos; remove suggestions from channels they don’t want to watch, and finally, learn more about why a video may be suggested. 

Facebook Launches New Content Decision Board 

Facebook has a new plan for people to appeal content decisions through an independent body. The social media giant shared the results of, “Global Feedback And Input On The Facebook Oversight Board For Content Decisions,” a global report compiled after hosting six in-depth workshops and 22 roundtables attended by more than 650 people from 88 different countries. The report details the findings and the announcement of a board to oversee content decision making.

Why it matters: The independent board will consist of 40 members who will work on keeping community standards, identifying harmful content and ensuring fair appeal processes. 

The details: The general themes seen by Facebook in the process of the survey included: 

  • “First and foremost, people want a board that exercises independent judgment—not judgment influenced by Facebook management, governments or third parties. The board will need a strong foundation for its decision-making, a set of higher-order principles—informed by free expression and international human rights law—that it can refer to when prioritizing values like safety and voice, privacy and equality.
  • Also important are details on how the board will select and hear cases, deliberate together, come to a decision and communicate its recommendations both to Facebook and the public. In making its decisions, the board may need to consult experts with specific cultural knowledge, technical expertise and an understanding of content moderation.
  • And people want a board that’s as diverse as the many people on Facebook and Instagram. They would like board members ready and willing to roll up their sleeves and consider how to guide Facebook to better, more transparent decisions. These members should be experts who come from different backgrounds, different disciplines, and different viewpoints, but who can all represent the interests of a global community.” 

LinkedIn’s New Custom CTA Buttons And Other Features 

LinkedIn added new custom CTA buttons and other features to the platform, aiming to help businesses engage their communities and participate in the conversations even more.

Why it matters: The new features will provide another way for businesses to drive direct traffic and response from their company page visitors. 

The details: The new features are: 

  • Custom CTA button options, which include “Contact Us,” “Learn More,” “Register,” “Sign up” and “Visit Website.” 
  • Communities Hashtags, allowing associate a Page with relevant hashtags and join important conversations on relevant topics.
  • Mobile Admin Editing,  enabling quick updates to key Page details and the ability to edit posts you’ve already published from a mobile device. 

Twitch Rolls Out Subscriber-Only Streams For Creators “On Good Behavior” 

Twitch is bringing “Subscriber Streams” to the platform. 

Why it matters: Subscriber-only streams promise to be useful for creators who want to collaborate on a specific event and earn subscribers in the process.

The details: From now on, a Twitch Affiliated or Partnered creator can broadcast exclusively for moderators, VIPs and subscribers. There will be no additional cost to the subscriber besides the minimum $5-a-month fee they already pay to support the streamer. 

Twitter Tests Another Desktop Design 

Twitter announced the revamped, simplified desktop design in January and the company is still currently in the process of testing the update. However, tests are now available to more people in Canada and other locations, TechCrunch reported. 

Why it matters: With the update, Twitter’s trying to solve some of the usage issues it’s been facing, and make the platform more user-friendly and convenient to use.

The details: Per TechCrunch, the new look in testing has three columns; the center continues to house the main timeline, with all the chops and changes affecting everything else around it; and “The Home,” “Explore,” “Notifications,” “Messages,” “Bookmarks,” “Lists” and “Profile” are in a column, with “More” feature taking the user to another set of options.

WhatsApp Is Toying With A Feature That Shares Status To Multiple Apps 

According to The Verge, WhatsApp is testing the idea of letting its users share posts from their WhatsApp status with other apps. The company, however, insists that the accounts will not be linked.

Why it matters: Although there’s a direct link to share status to Facebook, WhatsApp told The Verge “that it’s not doing anything to link your accounts on the two services. Instead, it’s making use of the same iOS and Android data-sharing APIs as every other app, meaning data is transferred between the apps on-device.”

The details: Starting today, users in the WhatsApp’s beta program will start to see a new sharing option beneath their status, enabling them to post a status directly to their Facebook story, or other apps including Instagram, Gmail or Google Photos. 

Instagram Introduces Ads To “Explore” Section 

Instagram announced the addition of advertising to “Explore.”

Why it matters: According to the company, more than 50 percent of accounts on Instagram use “Explore” monthly and 80 percent of users follow a business on Instagram. “Explore” can help the users discover the next service or product and provide an opportunity for advertisers to reach new audiences while being a part of culturally relevant events and trends. 

The details: The ads will roll out in the next month and advertisers will be able to easily extend their campaigns using automatic placements with a simple opt-in to reach audiences in “Explore,” the blog post states.

Twitter Updates Lists To Make Them More Accessible 

Twitter will update its “Lists” feature, which lets the users create custom feeds based on their interests. 

Why it matters: The new test will enable users to simply swipe left and immediately switch between their main timeline and list timelines.

The details: “Customizable timelines that are easy to access? We’re thinking about ways to do this! One idea we had is for you to be able to swipe to your lists from home. If you’re in the test tell us what you think!” the tweet said. 

Facebook Offers More Transparency For Social Issue, Electoral Or Political Ads In More Countries

Facebook shared a blog post, announcing the global roll out of the company’s transparency tools for social issues, elections-related or political ads.

Why it matters: “We believe that transparency leads to increased accountability and responsibility over time–not just for Facebook but advertisers as well. It’s why we continue to introduce tools that allow elected officials, those seeking office, and organizations aiming to influence public opinion to show more information about the ads they run and who’s behind them. At the same time, we’re continuing our work to combat foreign interference in elections worldwide,” the blog post says. 

The details: Here are the highlights:

  • Getting Authorized 

Facebook confirms advertisers’ ID and allows them to disclose who is responsible for the ad.  Also, the ad and “Paid for by” disclaimer are kept in the Ad Library for seven years, with other information, including range of spend and impressions, as well as demographics of who saw it. 

  • Holding Advertisers Accountable

In over 50 countries and territories, Facebook already requires that advertisers get authorized and add disclaimers to the social issues, elections-related or political ads and now the regulations are being expanded to Ukraine, Singapore, Canada and Argentina. The company will systematically detect and review ads in Ukraine and Canada through a combination of automated and human review. In Singapore and Argentina, Facebook will begin enforcement within the next few months. 

There is also a plan to launch the Ad Library Report in Singapore and Argentina after enforcement is in place. The Ad Library Report will allow to track and download aggregate spend data across advertisers and regions. 

  • Expanding the Ad Library API

Facebook rolls out access to the company’s Ad Library API worldwide to allow regulators, journalists, watchdog groups and other people analyze ads about social issues, elections or politics and help hold advertisers and Facebook accountable. 

The complete list of the countries where the tools are available can be viewed here. 

Snap Inc. And Protein Agency Study Friendships Around The Globe

Snap Inc. partnered with Protein Agency to conduct a study on the impact of culture, age and technology on friendship. The researchers engaged 10,000 representatives, aged 13-75 in Australia, France, Germany, India, Malaysia, Saudi Arabia, the UAE and the UK from four main generation groups: Gen Z, millennials, Gen X and Boomers. 

Why it matters: The research provides an insight into human behavior when it comes to friendship and preferred methods of interacting with friends, key points look at “how many friends they have, how and where they meet their circle of friends, what qualities they look for in a best friend, what topics they do and don’t talk about with their friends, how they communicate with each other, how they resolve fights, and what they want to change about their friendships.”

The details: Here is what to take away: 

  • On average, people’s social circle consists of 4.3 best friends, 7.2 good friends and 20.4 acquaintances 
  • “Honesty” and “authenticity” are the most important qualities of a best friend and “having a large social network to tap into” is the least important when making friends, the respondents said 
  • Only 7 percent of Gen Z’ers and 6 percent of millennials said they don’t enjoy talking with friends online, compared with 13 percent of Gen X and 26 percent of baby boomers 
  • Among Gen Z and millennials surveyed, 61 percent said they believe that video and photos help them to express what they want to say in a way that they can’t with words
  • Millennials are the least likely to say “I wouldn’t share that” across all categories surveyed and are also more likely to want “as many friends as possible” than any other generation
  • Gen Z, on the other hand, are seeking intimacy in their friendships and want authentic relationships more than any other generation surveyed 

UNIQLO Rolls Out Its First Campaign On TikTok

UNIQLO launched its first social media marketing campaign, titled #UTPlayYourWorld on TikTok. The campaign challenges users to share videos of themselves wearing their favorite Uniqlo clothes.

Why it matters: “TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok,” said  Masaki Nishida, VP and head of monetization, TikTok Japan.

The details: According to the company’s press release, the TikTok challenge will continue until July 11th and the final winners will be announced between July 12th and July 19th. The challenge participants in the US, France, Japan and Taiwan will compete to win the Grand Prix where winning videos will be played on monitors in UNIQLO stores around the world.

https://www.youtube.com/watch?v=SEcpn7frrKs

Telegram Updates Include Location-Based Chats And More

Telegram shared a post, announcing several new updates, including location-based chats and the ability to add contacts without phone numbers.

Why it matters: The new updates make it easier for users to exchange information and communicate with convenience, leading to more engagement on the platform.

The details: With the new updates from Telegram, users can add people nearby, start location-based chats, transfer group chats and toggle message previews for specific chats. Also, iOS users can take advantage of Siri shortcuts and theme picker and icon style.

Instagram Spotted Testing “Stop-Motion” Tool For Stories

Instagram is reportedly working on developing a stop-motion camera feature for “Stories.”

Why it matters: The tool will provide a new way to create video updates without having to record an actual video.

The details: Stop-motion tool will ghost the frame the user is capturing with the previous to ensure that the placement and movement are correct. At the moment, the process allows up to 10 frames, which will be posted as its own individual “Story.”

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, June 28. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

Arby’s Teases Meat-Based Vegetables, Trolls Vegans

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Arby’s is the latest food giant to chime in on the plant-based meat trend—that is, by reaffirming its dedication to meat. In keeping with its “We Have The Meats” mantra, the brand released a video spot that details the creation of a turkey-based carrot, what Arby’s calls the “Marrot.” 

Last month, the fast food chain told Fox News that plant-based meat products won’t be on the menu ‘now or in the future.’ In a show of dedication to that stance, Arby’s enlisted Neville Craw, vice president of culinary innovation & brand executive chef for Arby’s to create the meat-based vegetable, or “megetable.” The 56-second video spot shows Craw slice a whole turkey breast into the shape of a carrot and sous vide the meat for one hour. He then coats the carrot-shaped turkey in a carrot marinade and brûlée with maple syrup powder. Finally, Craw roasts the Marrot for an additional hour then tops it off with a sprig of parsley to make it look identical in appearance to a carrot. 

“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat . . .90 percent of American’s don’t eat the recommended amount. So we said if others can make meat out of vegetables, why can’t we make vegetables out of meat?” noted Jim Taylor, chief marketing officer for Arby’s.

The spot, which was posted to Arby’s YouTube, elicited a variety of mixed reactions from users. One wrote, “And I thought the ice bucket challenge was by far the most ridiculous thing I had seen,” while another said, “This makes me wanna stop eating meat.”

According to the press release, the Marrot contains more than 70 percent of the recommended daily value of Vitamin A, and over 30 grams of protein. The Marrot isn’t available widely but Taylor and Craw have plans to continue exploring the category of protein-packed vegetables.

The Marrot could mark the beginning of Arby’s marketing overhaul. Not too long ago, Arby’s was in a self-described transition. In an interview with Forbes this year, Arby’s president Rob Lynch said, “Our customers were not loving Arby’s for a very long time. We had lost about $150,000 per restaurant in sales over a four-year period, which, for a brand of our size, is essentially catastrophic.” 

Digital-First Companies Are Winning The Fight To Provide Personalized Experiences, Adobe Report

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Adobe conducted a global survey for the ninth edition of its report, “The 2019 Digital Trends Advertising in Focus,” which revealed that brands are intent on taking control of their data to improve customer experience. 

The data found that the ultimate differentiator between brands is a personalized experience, largely driven by customer data. Digital-first companies are 64 percent more likely than their peers to have exceeded their goal of improving customer experience. Still, two-thirds of respondents admit they have a fragmented approach to marketing and customer experience technology. Only one in ten organizations see themselves as “very advanced” regarding customer experience—a two percentage point improvement since 2015. As for what prevents them from advancing digital plans, 38 percent of marketers cited a lack of internal resources.

A major theme emerging from Adobe’s research is the importance of harnessing data for commercial gain. Fifty-five percent of marketers are prioritizing better use of data and more effective audience segmentation and targeting, followed by what 42 percent of respondents considered their second priority—improving customer intelligence insights for a holistic customer view. Similarly, 24 percent of the largest organizations surveyed regard data-driven marketing that focuses on the individual the most exciting opportunity for their brand.

Conducted in partnership with Econsultancy, the report surveyed 13,000 marketers, creatives and IT professionals in North America, APA and other regions to determine the digital trends driving marketing experience strategies with a focus on understanding companies’ priorities and greatest challenges.

“While customer experience is widely recognized as crucial for commercial success, the research suggests that organizations are struggling to translate this conceptual understanding into an operational reality. Whether CX is a mindset, philosophy or a discipline, too many companies are failing to seize the initiative,” noted Econsultancy founder Ashley Friedlan.

Despite this, brands are ready to change the way they view and utilize data collection to serve their audience in new and exciting ways. For example, half of client-side respondents said their companies plan to increase customer experience technology spending in 2019. Better use of data is also important for improving the design and delivery of digital experiences. Brands like Dell, General Mills and Visa are actively working to improve custom data integration.

While marketers are keen on leveraging data, protecting customer privacy is a top concern for them. More than a quarter of marketers, namely 28 percent, said that personalizing customer experience without violating consumer privacy keeps them awake at night. Fifty-two percent of customer experience leaders, however, reported a positive impact from an increased focus on consumer data protection versus eight percent who see a negative impact.

Artificial intelligence (AI) has gained considerable momentum, with a 50 percent increase since last year in the proportion of larger organizations stating they already use AI. There are still barriers preventing advertisers from reaping AI’s full benefits, as 37 percent concede that a lack of knowledge on how they can use AI is holding them back from adding it to their business. 

Adobe’s report reflects the magnitude of the task before advertisers when it comes to doubling down on data. If brands want to attract and keep customers in a market brimming with choices, they must use insights to inform all aspects of the customer journey and provide a more personalized experience. 

Air Wick Brings Meditation To Busy Moms In Bid To Refresh Its Pure Auto Sprays

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Air Wick is relaunching its Pure Automatic Spray collection, designed for 24/7 odor neutralization at home. To celebrate the product’s revival, the brand is hosting a one-day, mobile meditation studio, Air Wick 24/7 Fresh Truck, in New York City on Friday, June 28. 

In a bid to attract more moms, a busy bunch who also make the lion’s share of the household purchasing decisions, Air Wick is infusing the meditation session rooms with its signature scents. Attendees will be able to participate in several relaxing practices, such as five-minute guided meditation sessions. The Fresh Truck opens at 8 a.m. in Union Square Plaza and stops at different locations spanning New York City for two-hour allotments, eventually ending the day at 8 p.m. in Fulton Mall, Brooklyn.

As part of the Pure Auto Spray activation, Air Wick also teamed up with motivational speaker and meditation expert, Gabrielle Bernstein, to show “always on” moms how the brand has them covered around the clock. Bernstein also developed a curated meditation routine that moms anywhere can follow to alleviate stress. And Air Wick encourages them to do so with the leftover time gained from not dealing with bad home odors.

The new Air Wick Pure Automatic Sprayers, which fight against common household odors, was reformulated using less carbon and water for a “greener formula.” Inspired by nature, each scent also provides more concentrated fragrance than the previous collection.

“We know Moms are always on the job for their families, which includes facing the challenges of keeping the household fresh through life’s busiest occasions. We want to take that stress off Mom’s plate with a simple solution. That’s why we’ve refreshed our Pure Automatic Spray collection to provide an authentic fragrance experience in the home while delivering superior odor neutralization around the clock to support our 24/7 Moms.” said Stuart Witherby, Air Wick marketing director for North America.

Air Wick has a history of employing familial sentiments to drive marketing campaigns and highlight the role that its products have in making a house a home. Knowing that scent can trigger powerful memories, the company launched its “Home is in the Air” campaign in 2014 with a heart-warming video spot.

To bring one overseas military father closer to home, Air Wick captured three defining scents of The Feller family home in North Carolina, including a family apple pie recipe, a baseball glove, and cozy fire where they enjoy sleepovers. The three-minute spot, published to the company’s YouTube, has garnered 3.5 million views since it was posted. A similar feeling was expressed in the short film for the brand’s holiday 2015 campaign, “Give the Gift of Home.”

Though Air Wick’s advertising feels highly targeted toward families, it has also toyed with tongue-in-cheek campaigns to launch its V.I.P. Pre-Poop Toilet Spray. This year to promote the product, the brand launched an irreverent podcast featuring real people recording from a public bathroom. The podcast was available for streaming on iTunes and Spotify.

Woolworths Group Creates CMO Role; Kia America Marketing VP Leaves

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This week’s executive shifts include Woolworths Group appointing its first CMO, the departure of Kia Motors America’s VP of marketing communications, Reuters naming its first chief marketing officer, Green Growth Brands tapping former Victoria’s Secret CMO as its new marketing chief, Senté appointing a CMO and Beam Suntory creating a new marketing position altogether. Meanwhile, there is a chief marketing officer for Beats, Wendy’s promotes from within for its international president and CMO roles and Helen Keller Services names a new CEO, formerly of Goodwill.

Woolworths Group Appoints First CMO

Andrew Hicks has been appointed to the newly created role of CMO for Woolworths Group, Australia’s largest supermarket chain, reports AdNews. As he takes on the new responsibilities, driving changes across all the brand’s lines, he’ll continue to oversee marketing for Woolworths Food Group and Supermarkets. Previous to that, he held the position of GM of Woolworths Liquor Group.

Group CEO Brad Banducci, whom Hicks will report to, told AdNews: “Given Andrew’s marketing experience across many aspects of our Group over the last few years, he is well placed to drive the next horizon of our brand and marketing agenda.”

Hicks will be tasked with growing consumer touchpoints for the brand while retaining a consistent experience, beginning immediately.

Kia’s US Marketing Chief Steps Down

Saad Chehab is leaving his position as VP of marketing communications for Kia Motors America—that’s according to an internal memo obtained by Automotive News. 

While noting that Chehab is stepping down to relocate to an area closer to his children, the memo also states that he is “beyond proud of what [the] team has accomplished.”

According to Automotive News, Chehab saw a number of strategic resets for the automotive maker’s Super Bowl presence, “moving away from goofy, celebrity-focused ads in favor of a more inspirational touch for its Telluride crossover spot.”

Chehab has not yet announced his new employer.

Reuters Names First Chief Marketing Officer

Reuters has named Josh London its first chief marketing officer effective immediately. London joins the company from IDG Communications, where he served as global chief marketing officer.

In his new role, London will be responsible for “all aspects” of marketing to include product, field and brand marketing.

“Josh is a respected and accomplished marketing leader with a strong history of building brand awareness and driving commercial success,” said Reuters president Michael Friedenberg. “His breadth of expertise and experience will add significant value to our team as we work to reset, modernize and grow our organization.”

Former Victoria’s Secret CMO Finds New Home With Green Growth Brands

Cannabis and CBD brand Green Growth Brands has appointed Jann Parish to the role of chief marketing officer. Parish most recently served as CMO for Victoria’s Secret for a year before exiting in October 2018. She has held a number of marketing leadership roles in the fashion retail space including Tommy Hilfiger and Calvin Klein.

“As GGB continues rapid expansion in both the CBD and MSO segments, we are delighted to be bringing Jann, a proven consumer marketing expert, onboard,” said Peter Horvath, CEO of Green Growth Brands in a release. “Jann is a master at positioning brands to resonate with consumers. As we scale our portfolio of brands, I am confident that under her leadership we will be differentiated from the competition.  We are so pleased to welcome Jann to the team.”

Senté Welcomes New Chief Marketing Officer

Adelle Walker has joined skincare brand Senté as chief marketing officer. Walker brings over 15 years of dermatology and aesthetics brand experience to the role, including US commercial and global marketing positions at Allergan, SkinMedica and Syneron Candela.

“Adelle has an incredible track record of challenging the status quo and turning insights into new opportunities and markets,” said Laurent Combredet, president and chief executive officer of Senté. “Adelle is a tremendous addition to Senté and I look forward to partnering with her as we further build Senté position in the exciting physician-dispensed skin care market.”

Beam Suntory Eliminates CMO Role, Hires ‘President of Brands’

Alcohol marketer Beam Suntory has restructured its team following the exit of its CMO for Uber. The traditional role of chief marketing officer has been eliminated and replaced by Jessica Spence as its first president of brands. Spence joins the company after serving seven years as executive VP and chief commercial officer of Carlsberg.

Spence will have “end to end” oversight over Beam Suntory’s Jim Beam, Maker’s Mark, Hornitos tequila and Effen vodka brands, including P&L responsibilities.

This week’s executive shifts include a chief marketing officer for Beats, Wendy’s promotes from within for CMO roles and Helen Keller Services names a new CEO, formerly of Goodwill. 

Beats Appoints Chief Marketing Officer

Chris Thorne has been appointed chief marketing officer of Apple’s Beats headphone brand. He joins the brand with over 15 years of marketing and business experience, including a CMO role at The Honest Company and global vice president of marketing, media and mobile at Electronic Arts (EA).

In his new role as CMO, Thorne will oversee global marketing efforts related to customer acquisition, engagement and loyalty. 

“It’s an exciting time at Beats,” said Beats president Luke Wood in a release. “With our highest quality product portfolio to date, our team continues to grow rapidly across the globe. In his career, Chris has shouldered an extensive roster of brands that amplify his invaluable experience in marketing, business management, brand growth and creative development. I’m thrilled we have found a marketing leader who will continue to drive Beats as an industry changemaker and look forward to working closely with him.”

Wendy’s Promotes CMO to International President; Brand Marketing VP to CMO

Wendy’s appointed a new chief marketing officer from within its ranks. Carl Loredo, vice president of brand marketing, has been promoted to chief marketing officer. Loredo held this position since 2016.

Prior to Wendy’s, Loredo served as vice president of The Marketing Arm, where he worked on consumer products such as Bud Light, Dannon Yogurt, Lay’s, L’Oréal and Ruffles.

“For the last three and a half years, Carl has been a champion of our brand and mission, driving forward Wendy’s brand voice and the authentic connections we make with our customers,” said newly promoted US president and chief commercial officer Kurt Kane, to whom Loredo will report. “I have no doubt that Carl will continue to push Wendy’s marketing to new heights in his elevated role.”

Helen Keller Services Taps Goodwill CMO For President, CEO Position

Kimberly Zimmer has joined Helen Keller Services as president and CEO after 11 years as chief marketing officer and senior vice president for global affairs at Goodwill Industries International. Prior to Goodwill, Zimmer served in a number of roles at organizations devoted to assisting the visually impaired including National Industries for the Blind and Columbia Lighthouse for the Blind.

Check out our careers section for executive job openings and to post your own staffing needs.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, June 28. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

Job Vacancies 

Chief Marketing OfficerSharkNinjaNeedham, MA
Vice President, Film MarketingNew York UniversityBrooklyn, NY
Chief, Marketing And Communications OfficerSCRRA/MetrolinkLos Angeles, CA
Vice President, Marketing
Houlihan Lokey
Los Angeles, CA
Vice President, Marketing AnalyticsSiriusXMNew York, NY
Vice President of MarketingBelkinPlaya Vista, CA

Make sure to check back for updates on our Careers page.

Operational And Budget Shortcomings Prevent Brands From Meeting Customers’ Needs, Study Finds

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Today, consumers seek more localized and personalized shopping experiences that are relevant to their cultural and behavioral context, yet 73 percent of global marketers feel, “only partially prepared” to meet those expectations—this according to CMO Council’s report, “Reshaping Global Engagement Operations: Optimizing the Resonance and Relevance of Localized Marketing Initiatives.”

The CMO Council surveyed 350 global marketing leaders on their marketing operations for a closer look at the pros and cons of centralized and decentralized operational structures. The data suggests that these structures may be driving a wedge between brand and customer, and is a major factor in marketers’ inability to execute local, global and omnichannel campaigns in a timely manner.

As a result of gaps across marketing structures and strategies, brands are missing the mark and leaving opportunity (and money) on the table. Unfortunately, 77 percent of respondents said they believe they’re “not reaching the full revenue potential of today’s connected customer.”

In order to develop a truly relevant, profitable relationship with customers, brands are focused on improving engagement strategies as 51 percent said driving growth is a primary strategic focus. Nevertheless, marketers aren’t confident about delivering these initiatives—a mere 10 percent feel confident they’ll reach their strategic goals for 2019 with their organization’s current capabilities. 

When asked what stands between strategy and success, 59 percent of marketers considered budget limitations their top issue, followed by a shift in senior leadership priorities. Beyond these organizational shortcomings, however, strategies aren’t fulfilling customers’ three major demands, which includes data security, privacy and accountability. Only 20 percent said their organizations are prepared to meet the aforementioned needs. This finding reflects the fact that some brands are willing to lose customer trust and engagement in the name of efficiency and effectiveness. 

Fifty-seven percent of respondents said that the lack of localized intelligence (due to accurate tools and analysis) had a negative impact on their ability to execute successful campaigns.

As for operational structures, marketers are grappling with the fact that completely going one way or another—totally centralized or totally decentralized—has led to deficiencies. “Structures of extremes result in outcomes of extremes: organizations are either highly efficient or they are highly connected to the customer,” the report says. On that same note, 42 percent of marketers admit that centralization means that strategies and campaigns are often out of touch with the local customer. Where centralized companies admit leaving the customer behind, decentralized companies exchange customer proximity for efficiency. The advantage that decentralized structures have over centralized ones is that highly localized units can leverage local skills and talent.

Neither operational structure, the data suggests, is optimal for reaching and capturing a brand’s targeted audience. The solution to bridging the gap between consumer and brand is adopting a hybrid model that merges the benefits of each structure, namely adopting a heightened understanding of the customer, optimizing spend as well as more prudent decision making.

Chief Growth Officers Are Growth Catalysts, According To New Study

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A new report from Singular, a marketing intelligence provider, called “Chief Growth Officer 2019: The state of the CGO” explores the role of the chief growth officer (CGO). According to the research, companies are beginning to designate leaders as CGOs to catalyze growth from marketing initiatives and help drive profit. CGO-led brands, the data suggests, are using artificial intelligence (AI), machine learning and scientific marketing at significantly higher rates than other companies.

Singular surveyed 700 marketers at companies with over $151 billion in combined annual sales and found that 14 percent of companies currently have a CGO while 29 percent have a VP, director or head of growth. 

The findings indicate there are significant differences between companies that prioritize growth and those that don’t. A main point of difference is the importance growth-oriented organizations place on digital and mobile. Seventy-seven percent of CGO-led organizations said “apps are revenue generators and customer value creators,” indicating that these companies are more likely to utilize tools that unify data and generate intelligent insights to drive growth. Those same organizations tend to have marketing departments twice the size of those without CGOs.

Another key differentiator between companies with and without CGOs is how they use and interpret data. Fifty-six percent of CGO-led companies said their top need is the “ability to connect user-level data with aggregate spending data.” Companies without CGOs said their top need is to spend less time exporting data into Excel for analysis. A focus on granularity allows for companies to understand what’s creating good and bad results, then tweak the initiative accordingly.

“We’re beyond data-driven marketing now. Marketers have too much data to manage already. To drive scientific marketing, they need the insights for growth that are hidden inside the data,” says Singular CEO Gadi Eliashiv.

CGO-driven organizations are also 24 percent more likely to invest in AI and machine learning insights that would drive return on investment (ROI). Additionally, 65 percent of companies with CGOs are more likely to invest in new marketing technologies. On the other hand, companies that don’t have a CGO are much more likely to have fewer marketing technology tools.

The findings also point to the fact that companies with a CGO are more committed to new skills training as 59 percent of them said they planned to double down on skill development.

The rise of the CGO marks a shift towards scientific marketing and the path to what Forrester considers “analytics mastery,” the report notes. The bottom line: CGO-led companies that utilize analytics tools to improve campaigns via results measurement and spend optimization are in a better position to drive growth and profit than those that don’t.

Baskin-Robbins Experiments With Experiential Campaign, Opens ‘Stranger Things’ Shop

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Baskin-Robbins marketing initiatives have historically been lean, perhaps reflecting the brand’s struggle to target an audience increasingly dominated by millennials and Gen Z. A new Stranger Things experiential marketing activation, however, shows the Dunkin’ Brand taking steps to refresh its image.

This summer, Baskin-Robbins is transforming its Burbank, California store into the Stranger Things ice cream shop, Scoops Ahoy, from the Netflix show’s third season. Open from July 2 to July 14, Baskin-Robbins’ version of Scoops Ahoy will look and feel exactly as the actors experience it in the sci-fi show setting—1985 in Hawkins, Indiana. Replete with nautical decor and Stranger Things-inspired staff uniforms, the shop will give fans an immersive experience described by Baskin-Robbins as “ripped from the script.”

Baskin-Robbins customers across the country can also get a taste of the Stranger Things initiative as the brand introduces a Scoops Ahoy-inspired flavor of the month for July—USS Butterscotch. The flavor will also be available in a nautical-themed USS Butterscotch Sundae straight from the show, topped with waffle sails.

Earlier this year, Baskin-Robbins used a 30-second video spot, set to the show’s theme song, to tease its Stranger Things-themed treats, including “Eleven’s Heaven,” “Upside Down Sundae” and “Demogorgon Sundae.”

In 2018, Dunkin’ chief executive David Hoffman hinted at the redesign of Dunkin’ and Baskin-Robbins restaurants which came to fruition this year. US Baskin-Robbins franchisees remodeled eight restaurants during the first quarter of 2019. 

A current effort to upgrade store interiors, coupled with its “Got Me Like” campaign last year, targeted toward a younger audience, reflects Baskin-Robbins’ evolution into a more modern brand. As part of the campaign, Baskin-Robbins created a 15-second spot which included brightly colored memes and videos. The company has also expanded its reach via a partnership with DoorDash in which first-time customers receive “Try Me Free” offers to encourage trial.

The Dunkin’ Brands first-quarter earnings show that US Baskin-Robbins comparable store sales declined about three percent in the first quarter, citing unfavorable weather impact as the cause. Also in the first quarter, 18 Baskin-Robbins international locations and three US locations closed. The closures were offset by the opening of 34 new Dunkin’ US locations.