Fernando Machado & Sir Martin: Star Power at CES Day 2

A fast food juggernaut fresh off winning 40 Cannes Lions. A credit card company obsessed with brand safety. A gym that refuses to call itself a gym. An advertising pioneer and legend. Day 2 of Brand Innovators @ CES 2020 was a feast for the senses–a rich, broad discussion that left us exhausted yet thrilled at the state of brand marketing at 2020’s outset.

A fast food juggernaut fresh off winning 40 Cannes Lions. A credit card company obsessed with brand safety. A gym that refuses to call itself a gym. An advertising pioneer and legend. Day 2 of Brand Innovators @ CES 2020 was a feast for the senses–a rich, broad discussion that left us exhausted yet thrilled at the state of brand marketing at 2020’s outset.

Here are the quotes that resonated to the point that we felt we had to share them here.

Fernando Machado, Global Chief Marketing Officer, Burger King

“Technology, creativity and understanding of your target audience: with these three things, you can make it all work. There is a correlation between the creative recognition we get and our business results. We won 40 Cannes Lions from 15 different ideas, different markets, different agencies. Ten of those Lions were zero cost and three of them were tweets.”

Katie Williams, VP Marketing Transformation & Excellence, Mondelez International

“We’re living in the most colorful world we’ve ever known but brands are becoming beige. How can brands go from beige to bold? By being fluid, expansive, original & self-aware.”

Seth Solomons, Chief Marketing Officer, Equinox (with Karen Phillips, Executive Vice President, Ad Solutions, ViacomCBS)

“We will never be a gym. We are a lifestyle luxury company. Building member love for that is my #1 job. We need to bring new people in and deepen the love they’ve got from the moment they walk in.”

Raja Rajamannar, Chief Marketing Officer, MasterCard

“Forty percent of your ads that are seen are actually being seen by bots. That’s 40% of your money you could be putting back into media.”

Kimberley Gardiner, Chief Marketing Officer, Mitsubishi

“We don’t look at automotive competitors for inspiration. We look at direct-to-consumer brands like Casper and Warby Parker. We want to be a brand that challenges convention.

Sir Martin Sorrell, Executive Chairman, S4 Capital (with MediaMonks Founder Wesley ter Haar)

“Marketers are taking back control in 2020. After the financial crash, businesses focused on cost and less on marketing. We see a shift happening now.”

Victor Lee, Chief Marketing Officer, RXBAR

“Data is important, but if you use anything and make it your crutch, you’ll never learn to walk.”

Abby Lee, SVP Marketing & Communications, Re/Max

“We empower our agents to become authentic brand advocates. All of our agents are armed with all of the marketing content they need to tell our story.”

Jennifer Chick, VP Global Marketing & Digital, Hilton Worldwide

“When it comes to talent, hire builders, learn who works quickly, maximize what you already have and make sure you establish a career path.”

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