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As industry marketers convened at #awnewyork23 Advertising Week, insights were discussed pointing towards a transformative era for brands. Here are some of the top takeaways from Day 1 1. United Airlines: Navigating the Sky with Data Maggie Schmerin United's Chief Ad Officer, unveiled a game-changer: harnessing 1st party data to not just understand, but predict customer behaviors. One striking campaign capitalized on data revealing that 100,000 fans flew for a Taylor Swift concert. The airline debuted a targeted commercial in cinemas alongside Swift's movie, exemplifying data's potential to craft hyper-relevant consumer experiences. 2. Kraft's Recipe for Digital Metamorphosis Diana Frost, Kraft's Chief Growth Officer of North America, emphasized a visionary mantra: "Freedom within a frame." Amidst transforming Kraft Heinz into an expansive food business (spanning 55 categories and 35 brands), Frost acknowledged a vital ingredient was missing: brand love. Her strategy? Marrying ambition with discipline, prioritizing long-term goals through short-term actions, and placing consumers at the heart of decisions. 3. True Religion: Weaving Success with Data and Partnerships Kristen D’Arcy, CMO emphasized a reality check: internal resources are often insufficient. Owning data while acknowledging the need for external partnerships. True Religion’s journey underscores the delicate balance between long-term brand building and immediate sales, hinging on dynamic strategy shifts informed by data insights. 4. TripAdvisor: Crafting Journeys of Experience for Matthew Dacey of TripAdvisor, the platform transcends being a mere travel decision tool. With 400M monthly users, it monetizes through partnerships, affirming that experiences now outweigh possessions. For consumers, travel budgets are sacred, indicating that providing transformative travel experiences is non-negotiable. 5. Kellanova: Diving into the Data Lakes Charisse Hughes shed light on the tug-of-war between predictive and generative data. The goal? Understanding cross-brand shopping behaviors and demolishing data silos. By introducing tools like a data scorecard, Kellanova aims to enhance data quality, facilitating more nuanced, consumer-centric strategies. 6. Liberty Mutual: Steering Through the Digital Age Jenna Lebel highlighted the significance of in-house creative and digital strategies. However, the quest for optimizing reach and frequency persists. The insurer's emphasis on educating the C-suite—articulating strategies through tangible milestones and fostering a culture of "winning with data"—stands out. 7. Sanofi: Resilience on the Transformation Trail for Claudine Patel, transformation is not just about robust strategies but also enduring the journey's solitude. The focus is clear: drawing more consumers into Sanofi's fold, demanding both resilience and innovation.