Coach has always been a brand that has balanced magic and logic. It takes both to really bring a great business to life, and Tapestry has embodied those concepts. Magic is the emotional pull, the desire, the charms hanging off a handbag. Logic is the data, the execution, the deliberate targeting of younger consumers that turns desire into revenue.
Fifty percent of consumers' attention goes towards creators' content, yet only 2% of ad spend goes towards creator marketing. This is the biggest gap today. And while the world's top brands know that creators matter, it's not a coincidence that Unilever's CEO recently said 50% of their budget will move to creators.
Nobody's asking this question. Nobody's saying, 'hey, what's going on over there at WPP?' It's just not happening. Most have no idea it's even happened. They don't read the trades. They hear about this stuff through consultants, or when an agency review forces them to run the rule over who they're working with.
Narrative Beats Production Values. Punch's fame didn't come from a 4K nature documentary. It came from a story of rejection and resilience. The Ichikawa City Zoo didn't just post 'cute' photos. They specifically asked the public to 'support Punch's effort' as he integrated with older, aggressive monkeys. They gave us a hero's journey. AI is a tool to amplify the story, not replace it.
Sit down with Hannah Bowler and the Story Catchers and Network Rail team where they discuss their wins at The Drum Awards for Marketing EMEA for their 'You vs Train' campaign. Hear about the success of the campaign, how changing behavior was its ultimate goal, and how they reached difficult target audiences.
Men's Wearhouse developed an audio-only campaign with its measurement and media agency, Ovative Group, and activated it through The Trade Desk's Kokai platform. The core message of the campaign was that 'you can get whatever you need at Men's Wearhouse,' highlighting three parts of the brand's offerings: its 'everywhere look' for a typical day, suits and wedding attire.
We're using Formula 1 on Apple TV to show exactly how the extreme research and development tested in the world's harshest racing environments translates directly to the consumer. That's not a marketing line. It's absolutely real, drawing a line between Ford racing vehicles and the tech inside vehicles like the F-150 Raptor, Bronco Raptor and the new EV electric truck that's on its way.
CMOs sit at the apex of brand, revenue, customer experience, technology, product, sales and data. Yet they're spending less time in top jobs. The average tenure of a CMO at a Fortune 500 company is now just 3.9 years. Furthermore, fewer Fortune 500 companies are employing marketing executives who report at a C-suite level; these once all-important roles are being absorbed and redistributed to chief customer and chief growth officers.
Today's marketers operate in an environment shaped by algorithms that surface signals in real time, showing us what resonates, what converts and where attention is moving. Data is no longer a support function. It is the foundation of modern marketing.
A brand name is not merely a marketing decision. It is a long-term asset decision with deeply personal consequences. For founders, naming a brand after oneself can feel like the most natural-and powerful-choice. A personal name signifies authenticity, craftsmanship, and accountability. Consumers feel they are not just buying a product, but a person's vision, values, and reputation.
We need someone who has that native fluency, who understands the platforms, who is living and breathing the zeitgeist. But they also have to be someone who can understand the strategy of the business. There's no one on the team right now that we feel like could do this job.
TV has a unique superpower: helping small and medium-sized businesses punch above their weight and reach audiences they'd never normally get in front of. B Corps have authentic stories worth shouting about, and Channel 4 loves nothing more than telling stories that spark change. There are incredible purpose-driven brands nationwide, and this opens the door for more of them to grow bigger.
CMOs need to be versatile, staying curious about technological changes while maintaining focus on creativity and the human element in marketing. This balance between innovation and human-centered strategy enables marketing leaders to effectively navigate evolving business landscapes and drive meaningful organizational outcomes.
When two icons like MAC and Sephora come together, it calls for a moment that is playful, current and deeply rooted in culture. Rob Rausch, fresh off his win on 'The Traitors' and at the center of online conversation, was our perfect collaborator. This contrast of raw virality and elevated visuals cut through the noise, reinforcing that MAC is for all expressions and everyone, and always on the pulse of culture.
CEOs are struggling to find their footing these days. Their role seemed clearer during Covid, when many executives rose to the challenge of becoming inspirational figures. They led their businesses while guiding their employees through a challenging shared experience. That was the case as well for many U.S. CEOs in 2020 when George Floyd's murder shocked the nation, and employees looked to their leaders for guidance and assurance.
Most people connect then pitch. Wrong. You build real relationships by creating real value first. The conversion happens when they already trust you. Yes, you can do this with great authentic content, but there's more. Host small gatherings in your city. Invite 5-10 connections for coffee, no agenda, just connection. People buy from people they've met in person, people they like, people who have already helped them win.
