Report: CMO Tenures Average 43 Months; Women Shift Roles More Often

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The CMO tenure is an average of just 43 months but tends to run longer for traditional business categories like financial and travel, according to Winmo’s CMO Lifecycle Report. Tracking the life cycle of the CEO and CMO positions will allow media sellers and other professionals to anticipate needs and pitch accordingly.

Winmo released its annual report for 2018 and suggests that agencies pay close attention to when a new marketing chief joins a company. The majority of agency reviews take place between six and 18 months after the appointment of a CMO, making this a critical time to make a good impression.

More CMOs rotate up and out of positions between 30 and 45 months, Winmo reports, calling it the “sweet spot.” As marketers approach that three-year anniversary, media sellers and other business professionals should keep an eye out for potential moves in the C-Suite.

“CMOs spend less time in their roles than Chief Executives do, meaning that marketing decision-makers have to move the needle faster and earlier than their C-suite counterparts do,” the report states.

Once CMO’s tenure reaches three years, sellers should look for the next-most senior marketers within the organization and start outreach, Winmo advises.

“There’s a good chance one of them might be the next CMO or have strong influences on anyone incoming to that role.”

The 2018 CMO Lifecycle Trends Report includes gender for the first time. Female marketing chiefs tend to leave earlier than their male counterparts, the report observed. CMO roles held by women average 37.5 months compared to 42.8 for men. Although there are slightly more men than women in the CMO position (58.4 percent vs. 41.6 percent), this role represents the most gender parity in the C-Suite. This is especially true for businesses that operate solely online.

How long a marketing chief remains in his/her position appears relative to the industry. Insurance brands have a longer average CMO tenure of 48 months, the report noted, and quick service restaurants (QSR) average 38 months.

Digital business providers like Amazon and Tinder represent a new category in Winmo’s data. This industry skews younger and more modern and high turnover is common. That being said, the average tenure of a digital business provider CMO is just 29 months, well below the overall average tenure.

Taco Bell’s Branded CrunchWrapping Paper Turns Gift-Giving Into Promotion

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Taco Bell Canada promoted its Triple Double Crunchwrap this holiday by offering CrunchWrapping Paper—five sheets of wrapping paper made to look like the meal’s components. Much like its fellow Yum! Brand KFC, Taco Bell leverages its own sense of humor to appeal to consumers amid a competitive quick-service market.

CrunchWrapping Paper launched on Amazon Canada beginning on Cyber Monday (November 26) and quickly sold out. Shoppers received five macro photo sheets, each depicting a different layer of the Crunchwrap.

“Each CrunchWrapping paper set comes with five macro photo sheets of the Crunchwrap’s tasty layers. This includes seasoned beef, nacho cheese sauce, crunchy tostada, the tortilla, and of course the veggies: lettuce, tomato and sour cream,” the press release states.

By the time it sold out, CrunchWrapping Paper reached #16 on the list of Amazon Canada’s Best Sellers. At just $4.00 CAD, Taco Bell wasn’t out to get rich, but to get customers talking.

“It doesn’t matter if you’re a social influencer or just an average fan, we want to become the next-level word of mouth,” Jacquie Kostuk, lead social strategist for Taco Bell Canada’s agency Grip Limited told PSFK. “What really matters to us is what they’re saying person to person.”

For its holiday campaign, Taco Bell embraced its silly side, tapping into young consumers’ love of memes and outlandish collectibles.

Last year, the franchise partnered with Forever 21 to launch a menu-inspired line of clothing, including a shirt that looks like a hot sauce packet. While the wacky promotions don’t roll out nearly as often as KFC, Taco Bell has released a steady stream of campaigns from a fake movie trailer to wedding ceremonies.

Snapchat users were able to transform themselves into a Taco person for Cinco de Mayo 2016, bringing in 224 million views in one day and setting a new record for the platform.

Founded in California, Taco Bell has set its sights on world domination. The brand has over 400 brands outside the US and plans to add approximately 2,350 new restaurants worldwide by 2022. At least 100 of those restaurants is planned for Canada.

McDonald’s Organizes Rave in Downtown L.A. To Promote New Breakfast Item

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McDonald’s is throwing a Los Angeles rave dance party in the early hours of December 13 in an effort to promote the QSR’s new breakfast item. The free event­–called Rise N’ Rave–is open to anyone over 18 and it starts at 6 AM in Downtown Los Angeles.

No official announcement has come from McDonald’s, but the company’s branding is all over the event’s poster. A number of EDM and dance music sites are only outlets covering the rave. There is also a Facebook event, created by Manila Killa, the party’s official DJ, interested party-goers can only RSVP there.

The event’s description implores attendees to, “try the Triple Breakfast Stacks prior to the event and show your receipt at the entrance for priority entry and unlimited access to the VIP lounges, which might include some cool swag* 😉 So make sure to try the new sandwiches today at participating restaurants for a limited time! We will also have Triple Breakfast Stacks for you to try throughout the morning as well as McDonald’s beverages to keep you hydrated.”

The breakfast sandwich launched in November, and claims to have “made breakfast history again.” The stacks come with slices of American cheese between two hot sausage patties topped with bacon and an egg. The sandwich was inspired by the “Secret Menu,” items created by customers’ inventions and customizations.

Vice President of Menu Innovation Linda VanGosen said in the press release, “Our customers have also told us they have been craving a bigger, more filling sandwich option in the mornings. Triple Breakfast Stacks are the latest customer-led menu innovation, and we are proud to share them nationally for a limited time as part of our continued journey to build a better McDonald’s.”

The dance party comes shortly after last week’s smashing #WhopperDetour promotion from Burger King, offing a one-cent whopper deal geofenced within 600 feet of a McDonald’s restaurant. Burger King announced the deal in a tweet saying, “brb going to McDonald’s.” The tweet gained 63,000 likes and 20,000 retweets on Twitter.

It’s been hard for McDonald’s to win over millennials and Gen Z—only two years ago—just one in five has tried the Big Mac. They’ve revamped their menu with healthier options and “Signature Crafted Recipes,”  and one of the burgers even taps into the demographic’s love for Sriracha.

Although a rave seems like a strange way to attract younger consumers to a breakfast sandwich, McDonald’s seems to be heading in the right direction. Gen Z are 20 percent more likely to go to fast-food restaurants compared to older generations, according to a study by Foursquare and Carat. The demographic visited restaurants like In-n-Out Burger and Shake Shack much more frequently than older generations. They’re projected to have more than $143 billion in spending power by 2020.

 

Our Favorite Stories Of 2018

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So far, 2018 has been a whirlwind of a year for us covering marketing innovation. The merging of creativity and technology has never been more exciting than it has this year.

Applications of augmented reality, geofencing, artificial intelligence and more are not just being used as novelties, but are driving tangible results as ways to connect with consumers.

Moreover, this year we connected with some amazing, forward-thinking marketers for our On Brand series and look forward to another year of discussions about evolving challenges and strategies.

Our team has curated some of our favorite selections from the past year’s reporting to bring you a must-read list before you (hopefully) get some well-deserved rest during the holidays.

Lauren Arevalo-Downes, Executive Director

On Brand: Paramount Network’s Niels Schuurmans Discusses Strategy

In our On Brand series this year, we caught up with Paramount CMO Niels Schuurmans at Cannes to the latest campaign for Yellowstone and how he leads his team to push the envelope of the 105-year-old brand.

“The best way to think about it is [that] we’re taking this amazing classic brand and expanding it,” he said.

The State Of Advertising In 12 Charts

This was a comprehensive look at various stats and indicators of overall trends and growth of the global advertising market. This was also one of the first pieces Jacqueline Fernandez— a new addition to our team—wrote for us.

Amazon’s Ad Aspirations Are Coming To Fruition

One of the few pieces I got to pen myself this year, Amazon has been posing an increasing concern to the duopoly that is Google and Facebook, and it’s easy to see why.

“They have people who are in a shopping mindset, so that’s valuable for Verizon to be seen as a resource within that mindset,” said John Nitti, the chief media officer at Verizon to The New York Times in September.

E. Ryan Ellis, Deputy Editor-in-Chief

Was Bethesda’s “Stream Of Nothing” Trolling Or Marketing?

I think it’s a bit of a misnomer to say that marketing is becoming more intense as time goes on, with consumer attention so divided between a few brands and so precious. A better description is that marketing is entering a sort of “cubist” phase—deconstructed only to be put back together. A perfect example is our coverage of Bethesda’s 24-hour wherein the gaming publisher set up a camera and did practically nothing, in terms of entertainment, for the viewers on the other end. It was a wild success.

The Key To Creating Engaging AR And VR Experiences

The onset of VR and AR haven’t been as staggering as marketers or consumers expected. What’s great about this piece is the author not only talks about how brands are entering the space, but who the middlemen are and how they are ushering brands into the technology.

Dunnhumby And The Future Of Supermarket Data 

The loyalty card is really the grandfather of modern consumer data sharing—the consumer feels the benefit of using the card and the brand uses the data to make the consumer experience better. This piece outlines where one of the brand pioneers of that technology is headed, modernizing itself in the process.

Matthew Downes, Associate Director, Audience Development 

Consumers Find Personalized Ads ‘Creepy,’ But Still Want Meaningful Interactions

There’s a fine line between helpful, hyper-targeted ads and outright creepy brand intrusions. A must-read for any marketers navigating messaging personalization and responsible (read: not creepy) consumer data-use.

Exclusive: Migos Talks About Their Partnership With Finish Line

As anyone familiar with Migos knows, interviewing the rap trio can quickly go off the rails. AList was definitely not left off ‘Bad and Boujee’ on this one.

AList’s 10 Under 10

Forbes may have a corner on “30 Under 30,” but AList’s 2018 April Fool’s post celebrated the true up-and-coming micro-marketers. Because the children are the future.

‘Progressive Shopper’ Furthers Trend Of Socially-Conscious Consumption

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Progressive Shopper is a new Chrome extension that identifies which political groups a brand has donated to. The platform informs consumers who also like to vote with their wallets.

Installing the Progressive Shopper Chrome extension labels a retailer’s website with one of three flags based on which political parties they primarily donate to. Blue indicates Democrats, Republicans are red and bipartisan donations are marked in purple. Clicking on the flag will provide more information that includes overall contribution and a breakdown of giving by political action committee and employees.

The extension then makes a recommendation based on the retailer’s donations reported to Federal Election Commission. According to the app’s ‘How it works’ section on their website, “the data on the site covers the 2016 election cycle and the 2018 election cycle up through September 18, 2018.” If the user runs into a company that is misaligned with their own political views, Progressive Shopper will provide alternatives.

The widening schism between US citizens has given birth to a new kind of brand relationship. Where consumers once scrutinized a product or service based on price or customer service, brands are increasingly expected to take sides.

According to a recent study by Accenture Strategy, 37 percent of consumers are attracted to a brand that takes a political stand on issues dear to their heart and half appreciate it when a company stands up for societal and cultural issues.

“Companies are under the spotlight like never before as they struggle for competitive advantage in the context of this reality. Their customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for,” the study says.

The donation data Progressive Shopper taps into and compiles is public record, but it is stored in large databases that may not be easy to access for consumers.

“Americans only have an opportunity to have their voice heard at the ballot box once every two years,” said Progressive Shopper co-founder Mark Hanis in a statement. “But by shopping with brands that support what you support, and not giving your money to those that don’t, you can make your voice heard every single day and hold the private sector accountable.”

Users can also browse the Progressive Shopper website by retailer, brand or product to see if any political donation reports have been compiled.

Brand Purpose Goes Beyond Hot Topic Issues, Accenture Reports

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Purpose-driven marketing is more than a strategy—it’s a necessity, according to new data from Accenture Strategy. Aligning a brand with popular sentiment isn’t enough, however—meaningful relationships must be created by shifting the conversation from “me” to “we.”

Accenture Strategy surveyed nearly 30,000 consumers in 35 countries between August 1 and October 16 as part of its 14th annual Global Consumer Pulse Research. Purpose-related findings were published in a study called “To Affinity and Beyond: From Me to We, The Rise of the Purpose-Led Brand.”

Just as people want to associate with like-minded individuals, consumers are largely drawn to brands that meet the same criteria. Conversely, consumers have turned away from brands they deem to be in opposition to issues they personally care about.

The survey found that 62 percent of customers want companies to take a stand on current and broadly relevant issues such as sustainability, transparency and fair employment practices. Unsurprisingly, just over half of consumers (53 percent) will complain when they are disappointed in a brand’s words or actions. The difference, Accenture noted, is that 47 percent walk away in frustration and 17 percent will never come back.

There is a common belief among consumers (two out of three surveyed) that, through their own actions, they have a direct impact on a brand’s reaction to an event through their actions. This could range from posting comments on social media to participating in boycotts.

While disagreements on a topic can turn consumers away, respondents also shared what attracts them to buy from certain brands over others. Transparency and brand culture were the top reasons at 66 percent each, followed by companies that treat its employees well (65 percent).

A commitment to reducing plastics and improving the environment is important to 62 percent of respondents, as are ethical values and being passionate about the products and services it sells.

Accenture advises brands to build meaningful relationships that shift customer dialogue from “give ME what I want” to “support the ideals WE believe in.” Much like dating, long-lasting relationships formed with brands are grounded in a common purpose. Authentic relationships based on an affinity to brands that do more than just make money, they conclude.

This Week’s Exec Shifts: Daily Mirror Welcomes CMO; Unilever Chief Marketing Officer Keith Weed To Retire

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This week’s executive moves include Unilever’s famous CMO heading for retirement, Rivian hires a prominent first marketing chief, Friendly’s creates a chief brand officer position, the first CMO for Reserve, Banc of California Stadium’s first vice president of marketing, World Rugby’s first chief marketing officer, Tech21 promotes its marketing director to CEO, GSMA appoints a new chair and Protective Life Corporation appoints an SVP and CMO

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

Daily Mirror Appoints CMO

Jo Bacon has joined Daily Mirror as chief marketing officer. She switches to this new role from WPP, where she was the client lead for IAG Airlines and oversaw marketing campaigns for Ogilvy, Wavemaker and Hill and Knowlton.

Prior to that, Bacon led marketing efforts at Viacom Channel 5 and MTV. She also held previous roles at DDB and Saatchi & Saatchi.

Unilever CMO Announces Retirement

Keith Weed, Unilever’s renowned chief marketing and communications officer, will retire in May 2019, he announced via Twitter. He has been with the company for 35 years.

Weed has been an outspoken advocate for marketing reform, calling on social media giants and CMOs alike to create higher standards. Unilever spent over $9 billion in advertising last year alone, and Weed used the company’s spending power to demand change. During the Interactive Advertising Bureau conference, Keith Weed challenged social media giants to “collectively rebuild trust back into our systems and our society.” 2018, he said, would be the year when social media must win Unilever’s trust back.

Although retiring, Weed says he plans to remain active in the industry and push for change.

El Pollo Loco CMO Resurfaces As FIC Brand Officer

Ed Valle has joined Friendly’s parent company FIC Restaurants as chief brand officer, a new role for the company. Valle abruptly left his role as CMO of El Pollo Loco after seven years. Prior to his time at El Pollo Loco, Valle served as chief marketing strategist for Choice Hotels International and helped lead marketing efforts at Panera and Dunkin’.

“I know firsthand how effective Ed can be with turning a brand around, and as someone with a similar background I feel confident that we will join forces to reestablish Friendly’s position in the dining space,” FIC Restaurants’ interim CEO George Michel said in a statement.

Magic Leap CMO Steps Down

Brenda Freeman has stepped back into an advisory role for the augmented reality startup, according to TechCrunch. She will take on a new role as Special Projects Advisor, reporting to the CEO.

Cresco Labs Assembles Marketing Team With PepsiCo Veterans

Cannabis operator Cresco Labs has appointed Cory Rothschild to the role of vice president, brand marketing. Rothschild was formerly the director of consumer engagement at PepsiCo for Gatorade.

Cris Rivera has been named vice president of consumer experience. Rivera most recently served as senior director of marketing for MillerCoors. Prior to that, Rivara began his career in consumer packaged goods at PepsiCo, working in innovation, retail marketing and communications for Tropicana Juices.

Zoopla Names Chief Marketing Officer

Gary Bramall has joined property brand Zoopla as chief marketing officer. Bramall most recently served as chief marketing officer at myTaxi, managing its rebrand from Hailo. His experience also includes several senior marketing roles at Microsoft, Skype, Apple and Orange.

AmaWaterways Welcomes New CMO

AmaWaterways has appointed Janet Bava to the position of chief marketing officer. Bava most recently served as vice president of marketing for Silversea Cruises. Other experience includes director of customer engagement and customer relationship management for NBCUniversal and manager of direct marketing and customer experience communications for Royal Caribbean.

SB Projects Names VP, Marketing/Promotion

SB Projects has appointed Tony Bracy as vice president of marketing and promotions. Bracy joins the media company from Capitol Records, where he was West Coast regional promotion director. He is credited with working hit songs by Katy Perry, Niall Horan, Tori Kelly and others.

In his new role, Bracy will oversee all radio promotion, streaming and marketing initiatives for SB Projects clients, to include Justin Bieber, Ariana Grande, Zac Brown Band and Tori Kelly.

The Co-operators Names EVP, Digital Marketing Chief

Canadian insurance co-op The Co-operators has named Emmie Fukuchi as executive vice president and chief digital and marketing officer. Fukuchi most recently served as senior vice president of customer experience and marketing at Great-West Lifeco. Prior to that role, she was vice president of marketing innovation, digital and product development for LoyaltyOne.

In her new role, Fukuchi will oversee The Co-operators brand and lead the continuing development of digital capabilities.

AMG/Parade Promotes For VP, Integrated Marketing

Publisher AMG/Parade has promoted Monique Kakar to vice president of integrated marketing. Kakar previously served as senior marketing director. Prior to joining AMG/Parade in 2015, she spent several years at Rodale, Inc., where she helped rebrand and reinvent Prevention and Prevention.com, as well as help launch Eatclean.com. Previously, Corrine worked at American Media, Inc., where she developed marketing programs for Fit Pregnancy and Natural Health. 

Based in New York, she will work closely with the Digital Ad Operations team to develop new program ideas.

Church’s Chicken Appoints VP, Digital Marketing

Alan Magee is Church’s Chicken new vice-president of digital marketing and technology. Magee joins the brand from Moe’s Southwest Grill, where he served as senior director of brand marketing. Throughout his career, Magee has held a number of brand marketing and leadership for Arby’s Restaurant Group, InterContinental Hotels Group and Grey Worldwide Atlanta.

In this new role, Magee will lead all marketing efforts for the company and its agency partners, while implementing non-traditional and emerging digitals media and technology.

BMG Names Executive Marketing VPs For L.A., NYC

Effective January 1, BMG is restructuring its US business into three distinct units. In Los Angeles, Thomas Scherer will serve as its new executive vice president of repertoire and marketing. A 30-year music industry veteran, Scherer joined the music publisher in 2008 as one of the original Berlin employees. He most recently served as EVP of US publishing and global writer services, China.

John Loeffler, meanwhile, will run the New York office as executive vice president of repertoire and marketing.

Droga5 Marketing Chief Becomes First CMO For Rivian

Electric automaker startup Rivian has appointed Chris Wollen as its first chief marketing officer beginning in 2019. Wollen is currently the CMO for Droga5, where he has worked for nearly six years. The news comes from an inside source familiar with the matter and was reported by Agency Spy.

Prior to Droga5, Wollen worked at Barbarian Group, Grey Group and BBH New York.

Reserve Names First Marketing Chief

Digital currency company Reserve has appointed Robb Hershaw as its first chief marketing officer. Hershaw joins the brand from Cisco, where he served as head of global communications for the IoT business unit. He brings well over a decade of marketing and communications experience to Reserve and has held a number of related positions at brands like Proxim Wireless, SugarSync and inPowered.

Henshaw’s new responsibilities include managing Reserve’s marketing strategy, content marketing, PR, comms, social, public engagement and growth marketing.

Banc Of California Stadium Appoints Marketing VP

Cory Gadbury has joined Banc of California Stadium (BACS) as its first vice president of marketing. She joins the company from Live Nation, where she served as senior director of marketing for 15 years and worked on more than 1,200 concerts and events.

As marketing VP, Gadbury will oversee all marketing and advertising operations for the concert and non-MLS sports events at BACS Stadium, L.A. Coliseum and BOCS Grounds in Exposition Park.

Speaking on the hire, Adam Friedman, president of BOCS: “Cori’s unparalleled experience and proven track record in building brands and marketing a wide range of diverse live entertainment events across Southern California make her the ideal choice for leading our marketing efforts…”

World Rugby Appoints First CMO

Marissa Pace will become World Rugby’s first chief marketing officer in mid-January. Pace joins the newly formed marketing department from her own consulting firm and prior to that, head of digital media at Formula One.

In this new role, Pace will be responsible for World Rugby’s fan engagement and marketing strategies.

Speaking on the hire, World Rugby’s chief executive Brett Gosper said: “Marissa’s excellent track record in major brand, sport digital marketing strategy development and execution aligns perfectly with our continued mission…

Kopari Names Chief Marketing Officer

Jeremy Lowenstein has joined coconut oil brand Kopari as CMO. Lowenstein joins the brand from Coty, where he spent the last 11 years in a variety of global marketing roles. He also spent five years at Aveda, where he served as assistant global marketing director.

Former KFC Marketing Head Joins Shaftesbury As Non-Executive Director

Shaftesbury PLC has added Jennelle Tilling to its team as a non-executive director beginning in January 2019.

Tilling spent over 17 years working for Yum! Restaurants International in a variety of senior marketing roles for KFC, Pizza Hut and Taco Bell brands. She also serves as a non-executive director with Camelot Group, the operator of the UK National Lottery.

BBC Studios Names Marketing Head, Customer Marketing Director

Sarah Brandist has been appointed as head of marketing for independent productions at BBC Studios, the company announced Tuesday. In this new role, Brandist will develop strategy for global brand and content.

BBC Studios also named Reece Littlejohn as director of customer marketing. He will put “customer central to the content company’s plans and activity.”

ConsumerMedical Names Marketing SVP

Heather Smiley has joined ConsumerMedical as senior vice president of marketing. Her marketing experience includes consultation and leadership for Fortune 500 companies including both MassMutual and Fidelity Investments.

In her new role, Smiley will focus on driving results through all channels including advertising, public relations, communications, sales and service enablement, and innovative digital assets and campaigns.

Tech21 Promotes Marketing Director To CEO

Mobile phone case manufacturer Tech21 has named Colin Woodward as its new CEO. Woodward joined Tech21 in 2015, where he held a number of roles including CMO and global marketing director. Woodward brings over 20 years experience in the technology industry to his new position as CEO that includes marketing, sales and brand strategy for companies like Sony and HTC.

GSMA Names New Chair

Groupe Spéciale Mobile Association (GSMA) has added Orange CEO Stéphane Richard the position of chairman. He will be responsible for overseeing strategic direction for the mobile industry.

Protective Life Corp Names SVP, Chief Marketing Officer

Chris Moschner has joined Protective Life Corporation as senior vice president and chief marketing officer effective November 30. Moschner joins Protective from Brighthouse Financial, where he was responsible for developing and executing marketing strategy across the multi-billion-dollar life insurance and annuity product portfolio. There, he is credited with playing a key role in the transition from the MetLife to Brighthouse brand.

Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, December 7. 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 

Executive Director, Chief Marketing Officer Lenovo Chicago, IL
Global Head (CMO) of Print Marketing HP Palo Alto, CA
VP, Digital Marketing Bed Bath & Beyond Inc. Union, NJ
VP, Brand Marketing Aéropostale Lyndhurst, NJ
Head of Integrated Marketing, Fire TV Amazon Seattle, WA
Head of Performance Marketing Strategy Uber San Francisco, CA

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

Visualization, Tech Among Top Trends Impacting Brands, Report Says

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Consumers are driven by what they can see and obtain quickly, according to the 2018 Mindshare report. In its annual study, the UK media company identified five key trends are shaping the technological and cultural worlds, as well as how they impact today’s brands.

The key trends impacting consumers and brands in 2018 include image-based interaction, discovery, connectivity, automation and data.

Mindshare surveyed over 6,000 people and held focus groups across the UK. They also carried out mobile qualitative and diary style exercises with over 100 people and carried out social and search analysis. Respondents were asked about levels of interest in different trends as well as usage habits.

Visualizing The Future

Human beings have always been visual creatures from the first cave drawings to this morning’s Instagram post. Mindshare found that images are just as, if not more, vital to today’s consumer in everything they do. Nearly three-quarters of consumers between the ages of 18-24 admitted to taking pictures or screenshots to help remember things.

Respondents expressed interest in visual search, especially, and 41 percent said they would use technology like Google Lens to do so.

Mindshare recommends that brands optimize their content for image search and consider how consumers use images to search. In addition, brands should think about the points in their purchase journey that could be improved through image recognition.

Exploring For Inspiration

Seven in 10 people click on content that has been recommended to them online, according to the report. That number rises to eight in ten for millennials and nine in ten for Gen Z. This makes trust even more vital for brands to earn in the coming years.

Recommendation engines have become a part of everyday life that many of us take for granted, whether that’s Netflix suggesting a movie or Amazon highlighting related items. Forty-one percent of consumers said they find it helpful when technology recommends them new products or services. Because these services are so commonplace, there is a higher expectation among consumers to receive accurate recommendations.

Tech’s Role In The Customer Journey

Automation is more prevalent in the lives of consumers and how they interact with brands. In 2018, Mindshare predicts that brands will weigh the impact this has on the consumer relationship. Forty-three percent of respondents find automation frustrating. In the coming year, the agency recommends augmented, not replacing the human role in customer support. Automation should also be delivered in the brand’s unique style so that consumers will feel easier about the process.

The final and perhaps most important trend impacting brands is data—whether it be martech or compliance with GDPR. The study predicts that many consumers will take a more proactive approach to data privacy by using encryption tools and denying access to brands. For this reason, brands need to practice transparency, help consumers make smart decisions and offer consumers a benefit for sharing.

The 29Rooms Experience Comes To L.A., Features Fred Segal, Mastercard

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Step into Los Angeles’ version of Refinery29’s 29Rooms pop-up “Expand Your Reality” and you’ll get what’s expected—opportunities for selfies—but you’ll also see many familiar brands including Pantene, Birchbox and Smirnoff. This playground is an opportunity for exposure—especially those geared towards women and millennials—and the holiday season is an added bonus.

The 29Rooms experience launched in 2015 in New York, but this will be its first stop in Los Angeles. There are seven rooms and two activations new to L.A version.

Of the 29 rooms, only two are actually branded—Pantene and Amazon Prime’s The Marvelous Mrs.Maisel—other brands choose to place activations at the experience, more in the style of an enormous, colorful stand.

One of these stands is a Mastercard and Fred Segal collaboration located directly to your right when you walk into 29Rooms.

Attendees can take pictures in front of a big red heart light or pose by the large striped wall. Mastercard is also the 2018 official payment and technology partner of 29Rooms. The corporation worked with Fred Segal and Refinery29 to create a new platform featuring a digital window (display screen) with a virtual tour of the Fred Segal store on Sunset Blvd.

The partnership brings Fred Segal, a 60-year old luxury retail store with only seven stores worldwide, and Mastercard back together after a previous collaboration experience in April.

At the 29Rooms activation, shoppers can navigate through the three-dimensional store and touch items they’re interested in. The activation features “29 gifts for everyone on your list,” an idea stemmed from Refinery29’s popular gift guide.

“Women like an experience and ease when they shop,” said Ashley Miles, chief client officer and head of advertising in North America for Refinery29.

“Our cardholders have many passions, and we use the sponsorship of events like 29Rooms as a way to bring them closer to the things they love to do and experience,” said Robyn Cottelli, North American communications business leader for Mastercard. “29Rooms—and other events that we sponsor—also provide an opportunity for us to bring our payment technology to life in new and exciting ways, like we did with immersive commerce here in LA…”

Mastercard felt Fred Segal, known for being innovative and disruptive, was a perfect partner to develop and set up new products and platforms to enhance the shopping experience.

“There’s a convergence of brick & mortar with digital, and there is finally some digital tools that make it more interesting to experiential minded retailers like Fred Segal,” said John Frierson, president of Fred Segal. “Every time you touch a consumer with your brand, it matters. Regardless of the platform.”

The interactive event also features spaces for artists and organizations like the ACLU, and runs December 5 – 9 at The Reef in downtown Los Angeles.

 

Zippo Uses ASMR To Celebrate Trademarking Of Signature Sound

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Zippo has partnered with BuzzFeed to kick off a new campaign highlighting the company’s signature “click.” The partnership with Buzzfeed includes a series of videos using ASMR—autonomous sensory meridian response—to celebrate the famous sound of its windproof lighters.

According to PR Week, “the campaign also includes an earned media strategy, social media amplification, a limited-edition lighter range and influencer collaborations.”

BuzzFeed released the first Zippo-branded video called “People Make an ASMR Video for the First Time” that features awkward attempts at recording a relaxing voice over. Participants try whispering, cutting paper and playing with a Zippo lighter—the latter of which causes instant reactions. Open the cover, scratching the flint wheel and blowing on the flame all create sounds that the participants enjoyed creating.

ASMR videos are designed to relax the listener through soft, repetitive sounds, much like those nature CDs so prominent during the 90s. For many, hearing certain sounds also triggers a satisfying physical response such as tingling on the skin—often described as the opposite of uncomfortable goosebumps.

That distinctive click of opening a Zippo cover, it turns out, fits nicely into the exploding trend of ASMR videos online. Many creators already use the lighters to elicit relaxation and the aforementioned “tingling” sensation in its listeners. The opening “click” sound is so distinctive that Zippo was granted a sound trademark, joining an exclusive list of brands like NBC’s chimes, MGM Studio’s roaring lion and AOL’s “You’ve got mail.”

The trademark was filed due in no small part to the brand’s history of fighting “fakes,” highlighted by the dedicated page on Zippo’s website about brand protection.

ASMR elicits an emotional response, making it a lucrative platform for marketing. IKEA recently made videos for students returning to dorm life that featured hands smoothing crisp, cotton sheets.

“These videos focus on products that are relevant to college students and are meant to not only educate the viewer on Ikea products but also to help them relax,” IKEA media project manager Kerri Homsher Longarzo (then external communications specialist) told AList in a previous interview.

Renault teamed up with YouTube influencer ASMR Zeitgeist to record relaxing audio of an electric car. Zeitgeist taps on the frame, tires and rubs on the seats to illustrate the quiet nature of Renault’s Zoe model.

According to Tubular Insights’ ‘State Of Online Video Report,’ in Q1 of this year ASMR videos generated 4.2 billion views on YouTube, with 4 percent growth between March and April.