Ad Age Marketer's Brief
by Erika Wheless
Marketer's Brief helps marketers stay ahead of what's changing—and decide how to respond.Each episode focuses on the ideas, shifts and strategic tensions shaping marketing right now, from how leaders are thinking about growth, platforms and culture to how they're making trade-offs in real time. Conversations led by Ad Age editors and reporters surface patterns worth paying attention to and ways of thinking that can influence decisions at work.Subscribe to sharpen your judgment and spot what matters early.
Episodes
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When to shift budget from performance to brand, with Ruggable's CMO
Ruggable moved roughly 10% of its budget out of performance marketing and into brand building, and its CMO wants to take that to 25% next year. Lauren Sherman-Kaoud, chief marketing and creative officer at Ruggable, watched as other brands started touting washability, a once-differentiator for...
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Don't kill a working campaign, evolve it, with Dr Pepper's CMO
Replacing a campaign that's still driving sales can feel like the bold move, but evolving it is often the harder job. Drew Panayiotou, chief marketing and innovation officer at Keurig Dr Pepper, inherited Fansville, Dr Pepper's long-running college football ad series, and kept it going by…
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Is a content series worth the bet? Ask 3 questions first, with Chicago Cubs head of marketing
Saying yes to a content idea that looks nothing like what your audience expects from you is a risk. About 95% of what the Chicago Cubs make is about baseball, so a scripted TikTok romance series in the style of a microdrama (short, cliffhanger-driven vertical video) was a long way from the usual...
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Ditch limited-time offers and take bigger creative swings, with Chili's VP of marketing
Marketers who want to move at the speed of culture still need a reason for customers to show up and come back. Jesse Johnson, VP of marketing at Chili's Grill & Bar, explains why the casual dining chain got away from limited-time offers and built around a single value offer customers can count…
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How marketers should approach an IPO, with Navan's CMO
An initial public offering (IPO) moves fast, and much of it is handled by bankers, lawyers and others who do it for a living. For Erika White, chief marketing officer at Navan, the risk for a CMO is getting so caught up in the checklist that marketing misses its chance to make the moment count....
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Market AI to people, not committees, with SAP's global CMO
Companies facing a major technology shift don't need to be scared into it or buried in product specs, says Ada Agrait, SAP's global chief marketing officer. They need a partner that will see them through the transformation. And even when a sale runs through a buying committee, marketers are still...
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Fewer media dollars, bigger rivals: how to compete, with Firehouse Subs CMO
Firehouse Subs is the fourth-largest sub chain in North America, competing against rivals with bigger media budgets and a larger share of voice. Its guests visit for occasions rather than out of habit, anywhere from once a month to three times a year. For Carolina Berti, chief marketing officer…
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Why Ally Financial combined tech, PR and marketing under one leader—and how it enables new speed to market
Ally Financial underwent a major reorganization in the last year to support its strategic pivot toward positioning the consumer bank as an everyday banking brand, while also speeding up decision-making and reducing unnecessary processes. Chief Marketing and PR Officer Andrea Brimmer breaks down…
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Coterie's playbook for growing a mid-size brand without losing its edge, with marketing VP Lindsey Kling
Coterie has surpassed $200 million in annual sales while taking a deliberately selective approach to growth. The baby care brand has expanded beyond its direct-to-consumer roots into retailers including Whole Foods Market and Wegmans, while treating store shelves as marketing opportunities—what...
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How one marketer now owns CX, creative and growth, with SharkNinja's brand chief
Most marketing leaders get involved after a product is built. SharkNinja Chief Brand and Experience Officer Michelle Crossan-Matos says her role exists because that's too late—she now oversees creative, marketing and customer experience under one roof, with her team co-creating alongside…
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This packaging switch tripled sales velocity, with Saint James Co-Founder
Saint James Tea Co-Founder and CEO Brad Neumann says a single packaging switch—from cardboard cartons to resealable aluminum bottles—nearly tripled the three-year-old, better-for-you iced tea brand's sales velocity overnight. The bigger signal: Saint James sits in less than 17% of possible retail...
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Why marketers chase active demand and miss the passive majority, with Indeed's CMO
Most marketing budgets are built to capture demand—people already searching—but Indeed CMO James Whitemore says that's leaving future demand on the table. He explains why Indeed is shifting spend beyond traditional demand capture toward passive and future job seekers, using culture, fandom and...
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Turning consumer signals into campaigns that work, with Kayak's senior VP of brand marketing
An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until research confirms it's real. That process turned a theory about group travel into "Bookboards"…
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Meet the Calvin Klein CMO using 'entertainment mentality' to turn culturally resonant campaigns into sales gains
As brands try to make their campaign dollars stretch farther, they're looking to culturally resonant marketing that creates engagement—comments, likes and shares—and results in sales gains. Calvin Klein's Spring 2026 campaign with actress Dakota Johnson is an example of how the clothing brand is...
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Lessons from America's Hottest Brands
What does it take to be one of America's Hottest Brands? We comb through our annual list of 20 brands having a moment to discern marketing lessons applicable to brands of any type or size. Find out how NeeDoh and Pink are taking consumer listening to the next level and what Grillo's did to strike...
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The key to making sports partnerships pay off, with PepsiCo's Jonnie Cahill
Too often, brand sponsorships stop at awareness when they could offer consumers something more. Jonnie Cahill, chief marketing officer of PepsiCo International Foods, says the strongest partnerships give the brand a credible role and make the experience better for the people taking part. His…
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Why data, not AI, is driving local travel marketing decisions, with Vrbo's VP of marketing
As marketers reach for AI to explain every new capability, it's easy to overstate its role. Helen Melluish, VP of marketing at Expedia-owned Vrbo, says the hyperlocal targeting behind this summer's travel campaigns runs on traditional data science and machine learning—not AI. Vrbo tracks booking...
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Why retailers should sell experiences, not products, with Macy's CMO
Shoppers don't remember what they bought—they remember the experience around it. Macy's Executive VP and Chief Marketing Officer Sharon Otterman explains how the retailer is shifting from one-off transactions to "retailtainment": in-store activations, engraving stations and immersive events tied…
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What brands are missing in sports sponsorship, with Just Women's Sports Founder
Haley Rosen of Just Women's Sports breaks down why the biggest opportunities in women's sports may lie beyond the games themselves. The founder and CEO of the sports-first media company—which reaches 115 million monthly users across social—explains how women's sports audiences are closing in on...
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From instinct to evidence: Solving marketing's growth paradox
The volume of creative content has never been higher, and the pressure to prove every piece of it works has never been greater. In this sponsored episode of the Marketer's Brief podcast, Ad Age sits down with Jeff Greenspoon, chief executive officer of the Americas at Kantar, to explore how…
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CMOs on CMOs: Hippo and Solo Stove on AI and grassroots marketing tactics
Watch this episode and see additional resources for marketers at AdAge.com/cmo. In the first episode of the Ad Age CMOs on CMOs series, Andrea Collins, CMO of Hippo, and Liz Vanzura, CMO of Solo Stove, break down how they're implementing AI into team workflows, and how marketers can start...
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How the Cadillac F1 team is racing to define its brand and fan strategy
Formula 1's newest team is building more than a racing operation as it prepares for Silverstone—it's building a high-speed media company designed to keep fans engaged year-round. Cadillac F1 Chief Marketing Officer Ahmed Iqbal discusses why modern sports teams need to think like content creators,...
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Evolving a media network to meet growing advertiser demands with Marriott's Chris Norton
Marriott Media Network's Chris Norton discusses how the hotelier is differentiating itself in the crowded field of retail media networks, including through partnerships with United Airlines and Dick's Sporting Goods. The hotel chain's senior VP of marketing capabilities and general manager also...
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How agentic AI is reinventing brand customer experience, with Adobe's CMO
Customer experience is changing rapidly in the era of AI, in large part thanks to agentic tools from tech providers like Adobe. Lara Balazs, chief marketing officer of Adobe, is helping major brands—from Dick's Sporting Goods to Xfinity—understand the common pain points in their customer service...
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Why Cannes awards and creativity still matter for CMOs, with Unilever's top marketer
Unilever CMO Leandro Barreto unpacks how he gets the most out of Cannes Lions International Festival of Creativity every year and why awards and creativity still matter for CMOs. He also discusses the evolution of Dove's enduring 'Real Beauty' campaign and how it inspires the playbook of other...
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Capitalizing on the women's sports boom with NWSL CMO Rachel Epstein
Rachel Epstein, the newly named chief marketing officer of the National Women's Soccer League, discusses her strategy to make the most of booming interest in women's sports and soccer in particular. Her strategy involves absorbing new fans created by the summer's FIFA World Cup and following the...
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Using brand partnerships to market to younger audiences with Netflix VP of global marketing
Netflix VP of global brand marketing and partnerships Magno Herran discusses how the streamer is using brand partnerships and sponsorships to grow its ad business as it heads into the upfronts. He breaks down co-created campaigns with State Farm and other marketers, how Netflix is extending its…
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How to go from product-first to culture-led marketing, with Samsonite's VP of marketing
For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite, discusses how the 115-year-old luggage company is shifting away from product specs and leaning...
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Creating value marketing that stands out, with Domino's CMO
As pizza's value wars intensify, Domino's is rethinking how to deliver value without blending in. CMO Kate Trumbull discusses the brand's focus on consistent deals, menu choice and "talk value" promotions like Emergency Pizza and You Tip, We Tip. She also discusses making the brand more…
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From impressions to impact: rethinking advertising at scale
The future of advertising is audience-first, and Warner Bros. Discovery is leading the shift. In this sponsored episode of the Marketer's Brief podcast, Ad Age contributing editor Natalie Zfat sits down with Ryan Gould, president of U.S. advertising sales go-to-market at Warner Bros. Discovery…
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How to maintain loyalty when consumer needs change with Unilever's Axe leader
Head of Axe U.S. Dolores Assalini talks about how the Unilever-owned body spray brand is growing up with its customers through new products designed to lighten usage among teen boys through a more controlled spray. She also discusses why Axe is showing in cultural moments such as the World Cup…
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How David's Bridal applied the power of AI to wedding planning and dress shopping
Lisa Horton, chief creative and communications officer at David's Bridal, talks about how the bridal retailer has leaned into AI—from proprietary LLMs and writing press releases, to shopping in ChatGPT and an AI-powered wedding planning platform.
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Why Suave is leaning into comedy and social content to drive Gen Z growth
Evermark CMO Rachel Behm unpacks how a recent social-first campaign for Suave is winning new Gen Z customers craving entertainment, including episodic and comedic marketing content. She also discusses the idea of reframing the value of Evermark brands, including ChapStick and Q-tips, as smart...
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Turning brand youth into a strength in a luxury category dominated by legacy players, with the CMO of Genesis Motor America.
Genesis CMO Amy Marentic describes how the auto brand took a blank canvas approach to raise awareness in a segment dominated by older brands like BMW and Mercedes. She describes how the marketing department sold a campaign pivot internally. Marentic also dishes some advice on experiential...
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Refreshing a heritage brand for the AI era with Consumer Reports CMO
Consumer Reports CMO Khalid El Khatib explains how the independent nonprofit brand's 90-year history of testing products is creating trust amid AI slop and misinformation, reflected in its recent $3 million "We Never Stop Questioning" campaign. He also discusses how the membership-based...
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How LinkedIn is preparing for the future of work and AI disruption, with CMO Jessica Jensen
Chief Marketing Officer Jessica Jensen is positioning the platform as a "port in the storm" for job seekers navigating a tough market. She discusses how the message is coming to life in a new campaign from McCann NY. Plus, Jensen describes how LinkedIn is changing its tactics as AI and...
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Inside SkyPop's playbook for marketing protein soda to everyday consumers
SkyPop CMO Dave Cohen discusses the protein boom on the beverage aisle, and how the brand uses TikTok and audio sampling in their marketing gameplan. He also discusses how the brand, which formerly went by Don't Quit, positions their protein soda as a product for everyone and not just athletes.
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Inside Crunch Fitness' challenger-brand playbook in the GLP-1-era, with CMO Chad Waetzig
Crunch Fitness CMO Chad Waetzig talks about the brand's recent New Year's campaign "Feel More" and how Crunch is promoting itself as a social destination for younger consumers facing post-pandemic loneliness. He also discusses how Crunch is programming around the rise in GLP-1-medication use and...
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How AI is reshaping TV advertising, with MNTN's Mark Douglas
TV advertising is increasingly leaning on AI as a prominent tool. Viewers saw this during the Super Bowl with some brands making entirely AI-generated ads. Mark Douglas, president and CEO of MNTN, joins Brandon Doerrer on the Marketer's Brief podcast to discuss AI in TV, misconceptions that...
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How brands can revitalize stale marketing, with Columbia Sportswear's Matt Sutton
For the past several years, Columbia Sportswear's marketing was indistinguishable from the rest of the category. It wasn't until August last year that it adopted a much bolder strategy, bringing a distinct edge to all of its campaigns. "Engineered for Whatever" painted a different picture of the...
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Inside Gatorade's high-stakes brand reinvention
Gatorade has been a top sports drink for more than six decades, with a spot in Super Bowl history as people bet on the color poured on the winning head coach. Gatorade's Chief Marketing Officer Anuj Bhasin talks about how to maintain authority in the space as new brands crowd the category. Bhasin...
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How American brands can win European audiences on TikTok
Matt Hocken, head of creative at London-based agency mongoose, discusses the subtle difference between American and British consumers and what the sports and entertainment agency is doing for U.K.-based fans on Super Bowl Sunday. He also shares more general, TikTok marketing advice and gives tips...
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Reinventing heritage products to appeal to Gen Z with New Balance CMO
New Balance Global Brand President and CMO Chris Davis talks about how fashion partnerships with Sezane and Miu Miu and sports partnerships with the Australian Open and Josh Allen have helped New Balance resonate with everyone from "supermodels in London to dads in Ohio." He also discusses why…
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Why retail media's next era is about relevance, not reach
Retail media is moving beyond scale, and Roundel wants marketers to rethink what performance really means. In this sponsored episode of Marketer's Brief, Ad Age's contributing editor, Natalie Zfat, sits down with Matt Drzewicki, senior vice president and general manager of Roundel, Target's…
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How CMOs can maintain relevance, with Chime's Vineet Mehra
In December, Vineet Mehra formally added growth officer to his chief marketer remit. He's spent much time thinking about how CMOs can maintain relevance by adding a broader business focus to their role. He joins the Marketer's Brief podcast to discuss these thoughts and offer marketers advice, as...
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How Outlaw is using marketing and price to disrupt legacy beer brands
Clear consumer targeting and aggressive pricing are helping Outlaw carve out space in a troubled category
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Life360 CMO on building brand trust through bold creative
Mike Zeman talks about how marketing is fueling the brand's evolution into a "family super app"
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Evidence-based marketing—why reach matters more than loyalty, with Byron Sharp
Byron Sharp, author of "How Brands Grow," and director of the Ehrenberg-Bass Institute of Marketing Science, espouses an approach that flies in the face of much modern marketing wisdom about the importance of media targeting, personalization and incentivizing customer loyalty. He explains his...
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Creating better client-agency relationships
Former Mediahub CEO John Moore and former BMW CMO Trudy Hardy on how clients and agencies can work better together, including why CMOs should take some control back from their procurement departments. Hardy and Moore, now both with marketing and agency consultancy Harmonium also weigh in on the...
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From insight to impact: How Octagon helps brands win in the sports and entertainment economy
In today's fragmented sports and entertainment economy, brands face unprecedented competition for cultural relevance and authentic fan connection. In this episode, Lou Kovacs, President of Marketing, North America at Octagon, shares how the agency's insight-powered creative approach helps brands...
About this show
Marketer's Brief helps marketers stay ahead of what's changing—and decide how to respond.Each episode focuses on the ideas, shifts and strategic tensions shaping marketing right now, from how leaders are thinking about growth, platforms and culture to how they're making trade-offs in real time. Conversations led by Ad Age editors and reporters surface patterns worth paying attention to and ways of thinking that can influence decisions at work.Subscribe to sharpen your judgment and spot what matters early.
Hosted by
Erika Wheless