As a leading platform for remote freelance talent from 160 countries, Fiverr was already equipped to handle the nearly universal pivot to a virtual workforce this past year – and saw double-digit revenue growth as a result of the digital transformation. But for Fiverr’s chief marketing officer Gali Arnon, the decision to translate that growth into a story for the company’s first Super Bowl campaign this year had to be a strategic one.

Last summer, Casey Hurbis, CMO, Quicken Loans & Rocket Mortgage had to ask his team a question that many other marketers wrestled to answer: “Are we a brand that’s going to be in the Super Bowl when it’s unlike any others?”

Marketers have spent the better part of the last 12 months embracing technology and streaming video platforms to stay in touch with their customers. But what about brands whose core demographic is primarily senior citizens?

As one of America’s largest retailers, with over 9,000 locations nationwide, Walgreens has a sizable foundation for new and emerging brands to build an audience. Such was the strategy when the retailer joined forces in 2014 with UK pharmacy chain Boots to form the Walgreens Boots Alliance, with an emphasis on developing global beauty brands that could hold their weight next to the P&G, Unilever and L’Oreal staples that already fill their shelves.

Daria Burke began her new role of chief marketing officer at ecommerce fashion platform JustFab in late 2019, just months before the COVID-19 pandemic put the world on global lockdown and placed a significant dent on demand for JustFab’s core business of fashion membership subscriptions, led by its popular footwear.

A year ago at this time, Remi Kent was just taking the reins of her new global post as Chief Marketing Officer at 3M, a role she was promoted to after more than six years overseeing global brand and strategy for the company’s consumer brands, as well as the business of key products like Post-Its and Scotch Brand.