This year has been anything but ordinary as brands grappled with the global effects of the COVID-19 pandemic as well as the ongoing call for diversity amidst protests against racial injustice, hate speech on social platforms and a divisive presidential race.
In December, Ad Age will delve into how CMOs are adjusting to the new normal, looking at efforts around diversity, the coronavirus response and the lasting impact on the industry. We’ll also chat about our annual World’s Largest Advertisers list, exploring the shifts in ad spend and which companies moved up—or down—in the rankings.
Join Ad Age on Tuesday, December 8 as we explore how a turbulent 2020 has influenced the marketer role and identify the biggest global spenders in advertising.
Ad Age Next: CMO is free for subscribers. Once registration is confirmed, attendees will be sent details for accessing the livestream.
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The house that Lowe’s built
While many brands struggled with the loss of live sports and planned events during the pandemic, Lowe’s pivoted quickly to new innovations, like a sponsorship of the virtual NFL draft and a Thank You Heroes campaign. Such initiatives, as well as a recent New York Fashion Week collaboration, helped spur sales. New Executive VP, Chief Brand and Marketing Officer Marisa Thalberg talks about how Lowe’s ramped up its marketing strategy and what that means for the rest of the crucial holiday season.
The changing role of the CMO
CMO hiring has not slowed down during the pandemic—in fact, it’s accelerated. But CEOs are demanding new skills from their marketing leaders who must now be well-versed in tops well beyond advertising. Hear from the nation’s top CMO recruiters about what companies are demanding from their marketing leaders and how candidates can put themselves in the best position to land top jobs.
Building resilience and adapting your marketing tech in uncertain times
Sponsor session
Uncertainty has been one of this year’s biggest themes, driving brands to pivot in a list of ways too long to mention here. Salesforce’s Martin Kihn and PepsiCo’s Mike Scafidi join Ad Age’s Heidi Waldusky to explore how marketers can embrace the flux and build resilience by leaning into adaptive marketing technologies—all while keeping their customers at the center.
How to restructure your marketing teams to excel in 2021
COVID has put a premium on speed and agility. Amid rising calls for racial equality, companies are under pressure to hire more diverse talent. What does this all mean for marketing departments? This panel of marketing execs will share tips and real-life lessons on how to hire and structure teams to meet these changing demands.
What's on the menu for McDonald's and Wieden & Kennedy
McDonald’s USA Chief Marketing Officer Morgan Flatley and Wieden & Kennedy New York Managing Director Neal Arthur discuss how unlocking fan truths is reigniting excitement—and invigorating sales—for one of the world’s largest restaurant companies. Executions in 2020 have included “Famous Orders,” such as the hit Travis Scott meal, as well as giving more than 12 million free Thank You Meals to first responders during the pandemic.
What creativity means now
Sponsor session
Amidst shutdowns and stay-at-home orders, the ad world kept going, adapting quickly to restrictions and producing some surprisingly inventive work. Ad Age’s Josh Golden and Adobe’s Ann Lewnes chat about what’s changed for Adobe, which has always billed itself as an essential tool for creators, and what skills today’s marketer needs for tomorrow’s challenges.
Excelling amid disruption
National Basketball Association Chief Marketing Officer Kate Jhaveri discusses how the league overhauled its approach when forced to complete its season in the fall in the Orlando “bubble” as result of the pandemic. She also offers a glimpse of how the NBA is preparing for another unprecedented season.
Transforming a global business to meet demand
Sponsor session
The pandemic upended the creative process, delaying shoots and production while pressuring brands and their agencies to turn out meaningful messaging to their customers. Shutterstock’s Jamie Elden sits down with Ad Age’s Josh Golden, discussing how the company saw a need from its clients and moved to fill it.
Marketing beyond numbers
Sponsor session
No matter how great the technology, if a brand’s marketing does not resonate with its customers, marketers have missed the boat. Ad Age’s Josh Golden sits down with Acoustic’s Chief Marketing Officer Norman Guadagno to discuss how baseline expectations of consumers have changed and how this impacts the tech CMOs need to leverage.
Finding the best media for your creative
The Facebook ad boycott and consumer disruption caused by the pandemic has forced brands to alter their media priorities. Top marketers explain how they are dealing with brand safety concerns and what they are doing to ensure their ads are seen by consumers whose viewing habits are rapidly changing.
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