Quote of the Day

Barbara Liss

Vice President, Marketing, Merrick Pet Care

Small businesses across America are the hardest hit. We wanted to make sure we are taking care of those communities. As we have seen the market turn back on, we hope to give back to those smaller stores. That is where there is a lot of loyalty. Rather than the bigger stores, people really trust their local stores. They want to support locals and are going back there first. We are doing what we can to support those small businesses.

Small businesses across America are the hardest hit. We wanted to make sure we are taking care of those communities. As we have seen the market turn back on, we hope to give back to those smaller stores. That is where there is a lot of loyalty. Rather than the bigger stores, people really trust their local stores. They want to support locals and are going back there first. We are doing what we can to support those small businesses.

Yvette Davis

Associate Director, Brand Marketing, Sam's Club

Our secret weapon is our ability to tap into our member base. Being a membership organization, we are able to get that direct, instantaneous feedback from our community. We always want to deliver the best experience for our members. We are constantly surveying our members and asking what we can do to elevate that experience for them. When it comes to digital transformation, all of our decisions are inspired by our members.

Our secret weapon is our ability to tap into our member base. Being a membership organization, we are able to get that direct, instantaneous feedback from our community. We always want to deliver the best experience for our members. We are constantly surveying our members and asking what we can do to elevate that experience for them. When it comes to digital transformation, all of our decisions are inspired by our members.

Justin Parnell

Sr. Director, Brand - Oreo, Mondelēz International

People have been turning to snacks as a way of comfort because these brands that you grew up with, like Oreo, are very nostalgic and bring back memories of childhood that provide a sense of safety and security. Our brand purpose is all around inspiring moments of playfulness in the world because we believe that’s really what brings people together. We’ve been so inspired by the ways people have used technology to connect and keep that playful spirit alive while home. Our messaging has focused on reminding people to keep that positive, optimistic spirit alive. It’s what the world needs right now - to remember what unites us together.

People have been turning to snacks as a way of comfort because these brands that you grew up with, like Oreo, are very nostalgic and bring back memories of childhood that provide a sense of safety and security. Our brand purpose is all around inspiring moments of playfulness in the world because we believe that’s really what brings people together. We’ve been so inspired by the ways people have used technology to connect and keep that playful spirit alive while home. Our messaging has focused on reminding people to keep that positive, optimistic spirit alive. It’s what the world needs right now - to remember what unites us together.

Natalia Seth

Creative Influencer

The barrier to entry to make good content on TikTok is really low because all you need is your phone. I was hesitant to work on video for years because I was nervous about being perfect. With TikTok, it’s all about the rawness - the human error, making mistakes, and embracing the imperfection. TikTok is all about really showing your personality.

The barrier to entry to make good content on TikTok is really low because all you need is your phone. I was hesitant to work on video for years because I was nervous about being perfect. With TikTok, it’s all about the rawness - the human error, making mistakes, and embracing the imperfection. TikTok is all about really showing your personality.

DevanOnDeck

Creator + Content Strategist

I’m a marketer by trade. It’s all about focusing on TikTok as the number one platform. It’s a little bit of science and a little bit of art. There are practical elements but at the end of the day you have to immerse yourself into the community and culture. If you start from a place of authenticity, it will help guide which trends you participate in. TikTok has a very keen sense of how to find your tribe, and how your tribe finds you. If you make sure everything comes from a real place, you’ll always find people who share your diverse views and are able to resonate with your personal experiences. There are millions of people who can find value in what you have to say, no matter how big or small.

I’m a marketer by trade. It’s all about focusing on TikTok as the number one platform. It’s a little bit of science and a little bit of art. There are practical elements but at the end of the day you have to immerse yourself into the community and culture. If you start from a place of authenticity, it will help guide which trends you participate in. TikTok has a very keen sense of how to find your tribe, and how your tribe finds you. If you make sure everything comes from a real place, you’ll always find people who share your diverse views and are able to resonate with your personal experiences. There are millions of people who can find value in what you have to say, no matter how big or small.

Katie Puris

Head of Global Business Marketing, TikTok

TikTok is an authentic, fluid environment. The community loves engaging with creators and brands. For brands to show up well, you need to be representative of how the community likes to experience that content. What we tell marketers is: ‘don't make ads, make TikToks.’ It’s about lowering the barriers for entry; brands need to become a part of the community and have fun along the way. Learning TikTok for brands is not a complicated process. It’s all about rich and immersive storytelling. It’s a great platform to tell big and creative stories, grow your brand and get incredible results.

TikTok is an authentic, fluid environment. The community loves engaging with creators and brands. For brands to show up well, you need to be representative of how the community likes to experience that content. What we tell marketers is: ‘don't make ads, make TikToks.’ It’s about lowering the barriers for entry; brands need to become a part of the community and have fun along the way. Learning TikTok for brands is not a complicated process. It’s all about rich and immersive storytelling. It’s a great platform to tell big and creative stories, grow your brand and get incredible results.

Melissa Hughes

Global Marketing Director, L'Oreal

When it comes to planning for 2021, it’s about keeping your finger on the pulse of what's right and having the ability to pivot. When we think about building out marketing plans, what do you build off of? 2019, or 2020 given what’s happened? We’re keeping our plans really agile in a sense of: ‘Okay, my strategy was rooted in events and events are gone, so how am I repurposing?’ How do you plan for events if we don’t know when events will return? You need to embrace this time, learn from it, and be able to pivot. Having an A, B, C and D plan is key.

When it comes to planning for 2021, it’s about keeping your finger on the pulse of what's right and having the ability to pivot. When we think about building out marketing plans, what do you build off of? 2019, or 2020 given what’s happened? We’re keeping our plans really agile in a sense of: ‘Okay, my strategy was rooted in events and events are gone, so how am I repurposing?’ How do you plan for events if we don’t know when events will return? You need to embrace this time, learn from it, and be able to pivot. Having an A, B, C and D plan is key.

Kamal Bhandal

VP, Global Brand, and Consumer Marketing, Align Technology

Many of the trends that were already in motion prior to the pandemic have been accelerated overnight. Consumers we’re already shifting into a demanding digitized world. That’s become table stakes. There are many levels of interactions, productivity and commerce that can happen in a digitized world. Having a frictionless experience has taken on a whole new meaning. Frictionless today now means not just frictionless ever step of the way in the customer journey, but now there’s a safety component. As you go out into the world, what are the safety components as you interact with any business. I don’t think we’ll go back on this - once you go digital, you’ll never go back.

Many of the trends that were already in motion prior to the pandemic have been accelerated overnight. Consumers we’re already shifting into a demanding digitized world. That’s become table stakes. There are many levels of interactions, productivity and commerce that can happen in a digitized world. Having a frictionless experience has taken on a whole new meaning. Frictionless today now means not just frictionless ever step of the way in the customer journey, but now there’s a safety component. As you go out into the world, what are the safety components as you interact with any business. I don’t think we’ll go back on this - once you go digital, you’ll never go back.

Natalie Bowman

Managing Director, Marketing and Advertising, Alaska Airlines

During Covid, our role was very focused on communicating to ease people’s minds. For people traveling, we wanted them to understand that the air on an aircraft is safer than in your office building. But we were not actively promoting travel, we were trying to be very cautious and not encourage people to do something that they’re not ready for. Now we’re hoping we’re getting closer to a place where we can start actively promoting travel. I have a revenue target that I know I have to hit with a combination of promos, performance media and driving storytelling on our owned channels. Four years ago, marketing looked like picking menu items and not contributing to revenue performance, so to be in this position I’m really excited and a little nervous.

During Covid, our role was very focused on communicating to ease people’s minds. For people traveling, we wanted them to understand that the air on an aircraft is safer than in your office building. But we were not actively promoting travel, we were trying to be very cautious and not encourage people to do something that they’re not ready for. Now we’re hoping we’re getting closer to a place where we can start actively promoting travel. I have a revenue target that I know I have to hit with a combination of promos, performance media and driving storytelling on our owned channels. Four years ago, marketing looked like picking menu items and not contributing to revenue performance, so to be in this position I’m really excited and a little nervous.

Gabriela McCoy

Director, Strategic Insights and Analytics, Bacardi

I like to say, it’s not the new normal, it’s now the normal. Thinking about the new now, the biggest change for us is how people are purchasing our brand. Spirits was one of the last products to join eCommerce, and Covid forced us to speed this up. What we were seeing in one week we are now seeing in one day. What we had planned to do in two years we are now doing in two weeks. Covid is pushing us. Within a week, we created a platform for bartenders to make money and share our brand. Our brand is built at the bar. Every day at 5pm we had a bartender make a new drink. Every dollar that went on this platform went straight to the bartender. To think the agility that it took to do this in a week of shutdown was amazing.

I like to say, it’s not the new normal, it’s now the normal. Thinking about the new now, the biggest change for us is how people are purchasing our brand. Spirits was one of the last products to join eCommerce, and Covid forced us to speed this up. What we were seeing in one week we are now seeing in one day. What we had planned to do in two years we are now doing in two weeks. Covid is pushing us. Within a week, we created a platform for bartenders to make money and share our brand. Our brand is built at the bar. Every day at 5pm we had a bartender make a new drink. Every dollar that went on this platform went straight to the bartender. To think the agility that it took to do this in a week of shutdown was amazing.

Liz Matthews

SVP of Global Brand, Consumer and Small Business Creative & Experiential, Dell Technologies

The importance of authenticity and how we show up as a brand is critical. We would not be here without the people in our company. We’ve focused on telling our story internally just as much as we are externally. This time period has brought about an incredible human transformation in our company. We’ve developed a much kinder, gentler, more compassionate and listening culture. If you show up for your team members and show that you care, it translates externally. It was about resetting our purpose and restating what we stood for. People want to hear messages of hope and optimism. We’re conscious of hitting that at the right time.

The importance of authenticity and how we show up as a brand is critical. We would not be here without the people in our company. We’ve focused on telling our story internally just as much as we are externally. This time period has brought about an incredible human transformation in our company. We’ve developed a much kinder, gentler, more compassionate and listening culture. If you show up for your team members and show that you care, it translates externally. It was about resetting our purpose and restating what we stood for. People want to hear messages of hope and optimism. We’re conscious of hitting that at the right time.

Liz Geraghty

Chief Marketing Officer, International, The Wendy's Company

Humans are not diverse - people are people. Systems and organizations are diverse (or not.) Progress in workplace gender equality is a two way street. It’s about women standing up and speaking up, but it’s also about passionate allies that are helping empower women in their organization. Those two things together create an ecosystem where women can thrive.

Humans are not diverse - people are people. Systems and organizations are diverse (or not.) Progress in workplace gender equality is a two way street. It’s about women standing up and speaking up, but it’s also about passionate allies that are helping empower women in their organization. Those two things together create an ecosystem where women can thrive.

Doug Zarkin

Chief Marketing Officer, Pearle Vision

I think it’s a good idea for any marketer to get into the transactional side of your brand because a brand’s strategy is only as good as its ability to be flawlessly executed. In order to lead, you have to first listen. If you want to understand how well your business is doing, talk to somebody who's on the frontlines. They will give you an unbiased, unfettered perspective that may help you dovetail back to strategy. I happen to like businesses where I am not the end consumer because then it forces me to really listen. Brands I have worked on in the female category force you to do something that most men don’t do, which is shut up and listen.

I think it’s a good idea for any marketer to get into the transactional side of your brand because a brand’s strategy is only as good as its ability to be flawlessly executed. In order to lead, you have to first listen. If you want to understand how well your business is doing, talk to somebody who's on the frontlines. They will give you an unbiased, unfettered perspective that may help you dovetail back to strategy. I happen to like businesses where I am not the end consumer because then it forces me to really listen. Brands I have worked on in the female category force you to do something that most men don’t do, which is shut up and listen.

Anna Bager

President & CEO, OAAA

COVID has been driving many changing behaviors which makes flexibility and immediacy more important than it's ever been. With our industry, out-of-home is much more of a data-rich and nimble medium than people realize. It’s an exciting space to be in right now to help.

COVID has been driving many changing behaviors which makes flexibility and immediacy more important than it's ever been. With our industry, out-of-home is much more of a data-rich and nimble medium than people realize. It’s an exciting space to be in right now to help.

Zipporah Allen

VP, Digital Experiences, Taco Bell

There is a difference between ideation and innovation. Innovation is the work it takes to get from an idea to the actual execution of making that a reality and the problem solving needed to get there. You have to be creative in how you actually execute. Our brand is so strong in our innovation capabilities but to sustain in the long-term, we will need to complement this with our digital presence.

There is a difference between ideation and innovation. Innovation is the work it takes to get from an idea to the actual execution of making that a reality and the problem solving needed to get there. You have to be creative in how you actually execute. Our brand is so strong in our innovation capabilities but to sustain in the long-term, we will need to complement this with our digital presence.

Megan Ryan

Vice President, Marketing - Denver Nuggets, Kroenke Sports & Entertainment

Sports marketing isn’t different from what anyone else does in marketing but we focus on fan affinity, that unspeakable bond that you can’t fully explain or understand. We pull at the emotional heartstrings of that team, when you’re at the game, wearing our gear and you’re high fiving the stranger next to you. I have a team that is over 50 years old that has a rich legacy that needs to be told - we’re focusing on how to show that publicly.

Sports marketing isn’t different from what anyone else does in marketing but we focus on fan affinity, that unspeakable bond that you can’t fully explain or understand. We pull at the emotional heartstrings of that team, when you’re at the game, wearing our gear and you’re high fiving the stranger next to you. I have a team that is over 50 years old that has a rich legacy that needs to be told - we’re focusing on how to show that publicly.

Ted Chi

VP, Marketing Strategy – Digital Distribution, NBCUniversal

Because this landscape changes so quickly, I think it’s so important to constantly learn and talk to as many people as I can, internally and externally. As marketing leaders, we can all do more to listen which will help us grow but also just connect more with people and understand where they’re coming from. It goes beyond our work lives to focus on listening to what your employees, partners and team members are going through, especially now.

Because this landscape changes so quickly, I think it’s so important to constantly learn and talk to as many people as I can, internally and externally. As marketing leaders, we can all do more to listen which will help us grow but also just connect more with people and understand where they’re coming from. It goes beyond our work lives to focus on listening to what your employees, partners and team members are going through, especially now.

Michelle Matthews-Alexander

Head of Multicultural Marketing, General Motors

In our company, there's a lot of collaboration, not due to COVID or the unrest in the country, but that's just how we work. From an automotive perspective, we have a specific multicultural contract. We look at our data daily and look at what the consumer movement is reflecting in culture. It’s on us to make sure our plans are moving based on the changes we see outside. How can we create change within the community? Where have our brands already been and where can they go? This is not the start of our efforts - rather, it’s about having an open mindset to shift based on our consumers needs and expectations. We’re always aiming to create marketing initiatives that make a difference.

In our company, there's a lot of collaboration, not due to COVID or the unrest in the country, but that's just how we work. From an automotive perspective, we have a specific multicultural contract. We look at our data daily and look at what the consumer movement is reflecting in culture. It’s on us to make sure our plans are moving based on the changes we see outside. How can we create change within the community? Where have our brands already been and where can they go? This is not the start of our efforts - rather, it’s about having an open mindset to shift based on our consumers needs and expectations. We’re always aiming to create marketing initiatives that make a difference.

Alexis Kerr

Head of Multicultural Marketing, Cadillac

We are way past the place of 'let's just do something.’ Our consumers are expecting action from us, and we needed to start from a place of authenticity. It’s not about reacting. Brands need to holistically think: have we done this work in the past, and how are we moving forward to continue the work? If you haven’t started, it’s time to put a stake in the ground and get to it. The moment the light dims and moves onto another issue - whether it's more or less compelling - is the moment it fades away. As professionals in this field, we cannot afford silence. It doesn’t matter if there's one or two people in the room, that’s how you start a revolution.

We are way past the place of 'let's just do something.’ Our consumers are expecting action from us, and we needed to start from a place of authenticity. It’s not about reacting. Brands need to holistically think: have we done this work in the past, and how are we moving forward to continue the work? If you haven’t started, it’s time to put a stake in the ground and get to it. The moment the light dims and moves onto another issue - whether it's more or less compelling - is the moment it fades away. As professionals in this field, we cannot afford silence. It doesn’t matter if there's one or two people in the room, that’s how you start a revolution.

John Koller

VP, Marketing, Twitch

Twitch has been an exceptionally crazy place over the last few months. Our remit has always been about bringing communities of like-minded people together. Right now so many people feel displaced or lonely so Twitch is a natural home for people. It operates virtually and over a wide range of interests. Twitch was already on fire and now it’s really taken off.

Twitch has been an exceptionally crazy place over the last few months. Our remit has always been about bringing communities of like-minded people together. Right now so many people feel displaced or lonely so Twitch is a natural home for people. It operates virtually and over a wide range of interests. Twitch was already on fire and now it’s really taken off.

Monica Rustgi

VP Marketing, Budweiser

This is not a time to advertise. This is a time to provide utility, entertainment and value. People want a little sense of joy. It has to be people-centric and not me-centric. It’s really the ethos of how Budweiser did marketing before but now it’s uber-heightened. I sincerely hope this transforms the way we all think of marketing going forward.

This is not a time to advertise. This is a time to provide utility, entertainment and value. People want a little sense of joy. It has to be people-centric and not me-centric. It’s really the ethos of how Budweiser did marketing before but now it’s uber-heightened. I sincerely hope this transforms the way we all think of marketing going forward.

Gail Tifford

Chief Brand Officer, WW International

I really encourage more marketers to think less about selling, and more about serving. I feel fortunate to work for a company that believes in the mantra: if you invest in the ROI of human equity, you will see the ROI of financial equity.

I really encourage more marketers to think less about selling, and more about serving. I feel fortunate to work for a company that believes in the mantra: if you invest in the ROI of human equity, you will see the ROI of financial equity.

Melissa Grady

Chief Marketing Officer, Cadillac

Tone is key right now. Everyone in the world is personally panicking. There’s a desperate need for reassurance, and lots of brands are stepping up to the plate. At Cadillac, I’m proud that we moved quickly to strike the right tone, but now we’re moving to the next phase of this. We need to move towards recovery, and find moments of joy again.

Tone is key right now. Everyone in the world is personally panicking. There’s a desperate need for reassurance, and lots of brands are stepping up to the plate. At Cadillac, I’m proud that we moved quickly to strike the right tone, but now we’re moving to the next phase of this. We need to move towards recovery, and find moments of joy again.

Shawn Johnson East

Olympic Gold Medalist

We make sure that we only endorse products that we love. If we were to lose the trust that we have with our community, we’d lose our platform. It’s our duty to lead with authenticity always.

We make sure that we only endorse products that we love. If we were to lose the trust that we have with our community, we’d lose our platform. It’s our duty to lead with authenticity always.

Sandro Roco

Founder, Sanzo

The fun of this world is the storytelling. What’s important is that you have the north star of what your brand's values are and the data to back it up. Sparkling water feels like an accessible medium to tell stories. We have distinctive Asian inspiration, but we’re also trying to reflect what is already happening in pop culture. We're operating with more intention. Thats the future of food & beverage. The new brands that come out with more substance will really rise up. My hope is that the real stewards will have more opportunities to shine.

The fun of this world is the storytelling. What’s important is that you have the north star of what your brand's values are and the data to back it up. Sparkling water feels like an accessible medium to tell stories. We have distinctive Asian inspiration, but we’re also trying to reflect what is already happening in pop culture. We're operating with more intention. Thats the future of food & beverage. The new brands that come out with more substance will really rise up. My hope is that the real stewards will have more opportunities to shine.

April Siler

CEO, 8Greens

The current media climate has taught us that we can’t rely on just one source of media. In my opinion, small businesses are the new media - they’re the ones influencing their community and they have a trustworthy platform. We’re really focused on how we can partner with small businesses in local communities to get our product out there.

The current media climate has taught us that we can’t rely on just one source of media. In my opinion, small businesses are the new media - they’re the ones influencing their community and they have a trustworthy platform. We’re really focused on how we can partner with small businesses in local communities to get our product out there.

Chris Hunter

Founder & CEO, Koia

When you tap into someone's authentic audience and they are authentically interested in your product, that’s the perfect fit. The most exciting partnerships are directly with the consumers. What better person than the one who is buying and drinking your product anyway? We’re really proud and excited about our newly launched loyalty program. These members tell us exactly where they shop and can bring opportunities to us, so it’s become really mutually beneficial.

When you tap into someone's authentic audience and they are authentically interested in your product, that’s the perfect fit. The most exciting partnerships are directly with the consumers. What better person than the one who is buying and drinking your product anyway? We’re really proud and excited about our newly launched loyalty program. These members tell us exactly where they shop and can bring opportunities to us, so it’s become really mutually beneficial.

Jennifer Mennes

North America Media Director, Mondelēz International

At Mondelez, our mission is to bring joy. Oreo’s purpose is about filling the world with playful moments. In a time when there is tension when you don't feel playful, how can we bring playfulness back? It’s a negative world and people are feeling the weight. It's critical for us to bring that positivity to our consumers. It's causing us to be agile, and we're focused on bringing solutions to consumers.

At Mondelez, our mission is to bring joy. Oreo’s purpose is about filling the world with playful moments. In a time when there is tension when you don't feel playful, how can we bring playfulness back? It’s a negative world and people are feeling the weight. It's critical for us to bring that positivity to our consumers. It's causing us to be agile, and we're focused on bringing solutions to consumers.

Chris Hollander

Chief Marketing Officer, Panera Bread

In challenging times, the most important thing for a company to do is go back to your mission and let that lead your North star. We want to make sure that everyone has access to good eating. We think good eating brings out the best in all of us, and it’s more than just the food you eat: It’s how you eat it, where you eat it, what you know about the food and where it comes from. In Panera’s case, we say ‘Leave feeling better than you came in,’ and that implies a dining-in experience. Now, if we want to make good eating available for all, it’s about making it available safely and stress free. We’re doubling down on what that means in a pandemic, and a lot of our actions have stemmed directly from that belief.

In challenging times, the most important thing for a company to do is go back to your mission and let that lead your North star. We want to make sure that everyone has access to good eating. We think good eating brings out the best in all of us, and it’s more than just the food you eat: It’s how you eat it, where you eat it, what you know about the food and where it comes from. In Panera’s case, we say ‘Leave feeling better than you came in,’ and that implies a dining-in experience. Now, if we want to make good eating available for all, it’s about making it available safely and stress free. We’re doubling down on what that means in a pandemic, and a lot of our actions have stemmed directly from that belief.

Randy Goldberg

CBO and Co-Founder, Bombas

Our marketing strategy has always been an even split between product-focused and mission-focused, and creating a place for those two concepts to intersect. It’s paramount to understand what part your company should be playing right now and it’s a tight-rope that we’re all walking between conveying empathy and sensitivity, but also providing consumers with what they want and expect from your brand.

Our marketing strategy has always been an even split between product-focused and mission-focused, and creating a place for those two concepts to intersect. It’s paramount to understand what part your company should be playing right now and it’s a tight-rope that we’re all walking between conveying empathy and sensitivity, but also providing consumers with what they want and expect from your brand.

Elizabeth Rutledge

Chief Marketing Officer, American Express

This crisis certainly has reminded me how important shared experiences are and I truly believe they’re going to come back. Right now we have to reimagine them. We have to figure out where our customers are and what their needs are, whether it’s thinking about virtual conferences or live experiences that follow social distancing principles. We’re actually executing and testing on those ideas as we speak. Whether it's live streaming theater productions, holding virtual office hours or events for our business customers who need so much help, we've had to think differently. I think you'll see some of these shifts continuing even as the shelter in place restrictions are being lifted across the globe. You have to adapt, and that's what we're doing.

This crisis certainly has reminded me how important shared experiences are and I truly believe they’re going to come back. Right now we have to reimagine them. We have to figure out where our customers are and what their needs are, whether it’s thinking about virtual conferences or live experiences that follow social distancing principles. We’re actually executing and testing on those ideas as we speak. Whether it's live streaming theater productions, holding virtual office hours or events for our business customers who need so much help, we've had to think differently. I think you'll see some of these shifts continuing even as the shelter in place restrictions are being lifted across the globe. You have to adapt, and that's what we're doing.

Kimberly Evans Paige

EVP, Chief Marketing Officer, BET Networks & Live Events, ViacomCBS

What we’re seeing now is other networks generating black content or content geared towards African Americans, but they can’t do just that. They too have to show up differently. We like to say ‘You can’t have our rhythm without our blues.’. When things happen we know we have to stand up. We often feel like if BET doesn’t stand up, who will? Even when the pandemic first broke out, none of it was a surprise to us. Literally in a weekend, we knew the severity and impact it was gonna have on our community. It wasn’t like ‘Let’s go report on it.’ It was, ‘Let’s go do something’. And that is BET - it has such an understanding and connection to the community. It never pauses to stand back. It says, ‘We’ve now gotta be at the frontline and help change outcomes.

What we’re seeing now is other networks generating black content or content geared towards African Americans, but they can’t do just that. They too have to show up differently. We like to say ‘You can’t have our rhythm without our blues.’. When things happen we know we have to stand up. We often feel like if BET doesn’t stand up, who will? Even when the pandemic first broke out, none of it was a surprise to us. Literally in a weekend, we knew the severity and impact it was gonna have on our community. It wasn’t like ‘Let’s go report on it.’ It was, ‘Let’s go do something’. And that is BET - it has such an understanding and connection to the community. It never pauses to stand back. It says, ‘We’ve now gotta be at the frontline and help change outcomes.

Jeanine D. Liburd

Chief Social Impact and Communications Officer, BET Networks, ViacomCBS

There's two movements happening. There's one in the streets and there's the one in the corporate boardrooms.

There's two movements happening. There's one in the streets and there's the one in the corporate boardrooms.

Kory Marchisotto

Chief Marketing Officer, e.l.f. Cosmetics

Brands need to adopt an “evolve or die” mentality. e.l.f chooses to evolve and constantly adjust to fit our ever-growing consumers needs. If you’re treating this time period as “business as usual”, you are doing this all wrong. Everything is different - the ways that we’re talking to our consumers, the products we’re pushing, the messaging we’re using - everything. The best marketers are servants to their audience and that’s really what we do here. We are a brand of the people, by the people, for the people.

Brands need to adopt an “evolve or die” mentality. e.l.f chooses to evolve and constantly adjust to fit our ever-growing consumers needs. If you’re treating this time period as “business as usual”, you are doing this all wrong. Everything is different - the ways that we’re talking to our consumers, the products we’re pushing, the messaging we’re using - everything. The best marketers are servants to their audience and that’s really what we do here. We are a brand of the people, by the people, for the people.

Tim Ellis

EVP Chief Marketing Officer, NFL

It’s important to get the balance right between corporate responsibility and providing the escapism that people look to sports for. At what point do you turn off the entertainment and whole-heartedly focus on these issues and play your role? Our focus has been on listening, learning and evolving. We’ve been listening carefully to our fans and employees to help determine how to deliver the best message by incorporating our intention with the right tone. It’s easy to say “actions speak louder than words” but words do matter. It’s important to support our communities and speak out clearly. It matters how you say it, when you say it and how loudly - and combining those words with great actions to back them up.

It’s important to get the balance right between corporate responsibility and providing the escapism that people look to sports for. At what point do you turn off the entertainment and whole-heartedly focus on these issues and play your role? Our focus has been on listening, learning and evolving. We’ve been listening carefully to our fans and employees to help determine how to deliver the best message by incorporating our intention with the right tone. It’s easy to say “actions speak louder than words” but words do matter. It’s important to support our communities and speak out clearly. It matters how you say it, when you say it and how loudly - and combining those words with great actions to back them up.

Lockie Andrews

Chief Information Officer & Chief Digital Officer, UNTUCKit

Data is the new oil, and oil is only useful when it’s refined. We’re focused on breaking through the silos. Having a 360 degree view of your customer is paramount. Our goal is to have real relationships with our customers. We want to make sure we’re giving our customer the experience they want to have.

Data is the new oil, and oil is only useful when it’s refined. We’re focused on breaking through the silos. Having a 360 degree view of your customer is paramount. Our goal is to have real relationships with our customers. We want to make sure we’re giving our customer the experience they want to have.

Frank Cooper

Chief Marketing Officer, BlackRock

As a brand, you have to look outside first - if the world is changing outside at a rate that is faster than the rate you’re changing inside, you have a problem. You play a role in culture as a brand and that's value but the real value is adding value to your community and those around you. At the end of the day, people are asking: are you serving me in a way that is meaningful to my life? If you want to really rise up to a brand status, you have to play and understand that cultural space.

As a brand, you have to look outside first - if the world is changing outside at a rate that is faster than the rate you’re changing inside, you have a problem. You play a role in culture as a brand and that's value but the real value is adding value to your community and those around you. At the end of the day, people are asking: are you serving me in a way that is meaningful to my life? If you want to really rise up to a brand status, you have to play and understand that cultural space.

Tiana Conley

Vice President, Global Brands, Kellogg's

We do not have a supply issue when it comes to black talent. We have a demand issue. The talent is there if we choose to see it and choose to promote it. We have to treat this as a strategic imperative - we have to track, measure and penalize it the same as we would for any other business goal. Are you brave enough and do you deserve to lead a company if you can’t make these initiatives a priority? If you don’t have a plan to win with black and brown consumers, you don’t have a winning plan.

We do not have a supply issue when it comes to black talent. We have a demand issue. The talent is there if we choose to see it and choose to promote it. We have to treat this as a strategic imperative - we have to track, measure and penalize it the same as we would for any other business goal. Are you brave enough and do you deserve to lead a company if you can’t make these initiatives a priority? If you don’t have a plan to win with black and brown consumers, you don’t have a winning plan.

Stéphane de La Faverie

Global Brand President, The Estée Lauder Companies

Our Beautiful Together campaign came from the amazing creativity from our team on lockdown. We wanted to acknowledge what was going on, and to show the world that things will go back to a new normal, and that new normal will be beautiful, filled with empathy. Our message was not about the product but about living together with empathy and having optimism that things will go back to normal.

Our Beautiful Together campaign came from the amazing creativity from our team on lockdown. We wanted to acknowledge what was going on, and to show the world that things will go back to a new normal, and that new normal will be beautiful, filled with empathy. Our message was not about the product but about living together with empathy and having optimism that things will go back to normal.

Rob Master

VP of Media & Digital Engagement, Unilever

We need to stop talking and start doing - we need more diverse voices in the room. It’s the right thing to do as a human being but it’s also the right thing to do from a business perspective because we need to have every voice in our company to speak to all of our consumers.

We need to stop talking and start doing - we need more diverse voices in the room. It’s the right thing to do as a human being but it’s also the right thing to do from a business perspective because we need to have every voice in our company to speak to all of our consumers.

Dennis Quaid

Actor/Podcaster, The Dennaissance

Podcasting is a great way for brands to get their messaging and products out to people. It’s still a hazy area though; I equate podcasts to the FM radio progression. It’s an emerging market and nobody quite knows where it’s headed. For us, it’s about music, telling stories and entertaining people. We’re here to do something different and be disruptive.

Podcasting is a great way for brands to get their messaging and products out to people. It’s still a hazy area though; I equate podcasts to the FM radio progression. It’s an emerging market and nobody quite knows where it’s headed. For us, it’s about music, telling stories and entertaining people. We’re here to do something different and be disruptive.

Patrick McLean

SVP & Chief Marketing Officer, Walgreens

The omni-channel nature of how people interact with brands is here to stay. It was already happening. The expectation that ‘I can do business with your brand on my terms’, whether that be drive-thru or curbside pickup, these shifts will complement the future of retail experiences. The role that brands like ours will play in the future is creating a multi touch option to be able to access our products and services.

The omni-channel nature of how people interact with brands is here to stay. It was already happening. The expectation that ‘I can do business with your brand on my terms’, whether that be drive-thru or curbside pickup, these shifts will complement the future of retail experiences. The role that brands like ours will play in the future is creating a multi touch option to be able to access our products and services.

Fernando Machado

Global Chief Marketing Officer, Burger King

My goal is to foster a culture that values creativity. We have a strong marketing team and strong creative partners. We’re the type of client that will push our partners to make big ideas happen. The influencing aspect is key. A huge part of why we get recognition is because we can get ideas out the door that elsewhere, people would struggle, and maybe give up. Over time people started to understand that creativity matters and can be a source of competitive advantage.

My goal is to foster a culture that values creativity. We have a strong marketing team and strong creative partners. We’re the type of client that will push our partners to make big ideas happen. The influencing aspect is key. A huge part of why we get recognition is because we can get ideas out the door that elsewhere, people would struggle, and maybe give up. Over time people started to understand that creativity matters and can be a source of competitive advantage.

Esi Eggleston Bracey

EVP & COO NA Beauty and Personal Care, Unilever

I vividly remember early on in my career attending a diversity training session where a woman explained to me, ‘When you go into an environment that’s not diverse, you adapt to survive.’ And I had this ‘Aha!’moment like, ‘Oh my God, that’s exactly what I’m doing.’ It was out of that I decided to do something different. If I’m a champion of diversity, I have to put my money where my mouth is, even if it’s uncomfortable.’ I took the perm out of my hair, I started talking about my manicures and being a person of color who was young and female. And from that I was able to make an impact and get more promotions and have a personal experience where I learned that it really does matter when you bring your whole self to the workplace.

I vividly remember early on in my career attending a diversity training session where a woman explained to me, ‘When you go into an environment that’s not diverse, you adapt to survive.’ And I had this ‘Aha!’moment like, ‘Oh my God, that’s exactly what I’m doing.’ It was out of that I decided to do something different. If I’m a champion of diversity, I have to put my money where my mouth is, even if it’s uncomfortable.’ I took the perm out of my hair, I started talking about my manicures and being a person of color who was young and female. And from that I was able to make an impact and get more promotions and have a personal experience where I learned that it really does matter when you bring your whole self to the workplace.

Matthew Fantazier

Head of Marketing, US Baby Brands, Johnson & Johnson

Influence is real. Dr. Fauci is an influencer. He may not be on Instagram, but he is an influencer. We have to broaden our view of who is an influencer today. It could be a mom providing helpful info about what it’s like to have a baby right now in the hospital. That’s the type of information people are looking for.

Influence is real. Dr. Fauci is an influencer. He may not be on Instagram, but he is an influencer. We have to broaden our view of who is an influencer today. It could be a mom providing helpful info about what it’s like to have a baby right now in the hospital. That’s the type of information people are looking for.

Jocelin Schultz

Director, Head of Digital, North America, Consumer Health, Johnson & Johnson

How do we sell to our consumers and meet their needs now? Where people are putting their trust has evolved rapidly. People are looking for science, fact-based information. People are looking for entertainment. People are looking for connectivity. What Johnson & Johnson can provide as a brand right now goes far beyond our products.

How do we sell to our consumers and meet their needs now? Where people are putting their trust has evolved rapidly. People are looking for science, fact-based information. People are looking for entertainment. People are looking for connectivity. What Johnson & Johnson can provide as a brand right now goes far beyond our products.

Neena Graham

Senior Director-Marketing Analytics & Personalization, Total Wine & More

One unexpected benefit of this period has been that we introduced a lot of people to our digital presence who didn’t know about it before. Our job going forward will be to keep them engaged in a meaningful way.

One unexpected benefit of this period has been that we introduced a lot of people to our digital presence who didn’t know about it before. Our job going forward will be to keep them engaged in a meaningful way.

David Bakey

VP, Direct to Consumer, Harry's, Inc.

It may be easier for DTC companies to launch now, but there’s so much more competition in the space. We have to do a lot more than we did five years ago - to stand out, to capture attention and to continue raising the bar for consumer experience.

It may be easier for DTC companies to launch now, but there’s so much more competition in the space. We have to do a lot more than we did five years ago - to stand out, to capture attention and to continue raising the bar for consumer experience.

Mayur Gupta

Chief Marketing Officer, Freshly

Sometimes in the past we have indexed on pure performance marketing. COVID has shaken us in a good way. If there’s one benefit, it’s taken marketing back to its roots. We’ve adjusted all of our messaging to bring a lot more empathy to it.

Sometimes in the past we have indexed on pure performance marketing. COVID has shaken us in a good way. If there’s one benefit, it’s taken marketing back to its roots. We’ve adjusted all of our messaging to bring a lot more empathy to it.

Sabrina Callahan

Sr. Director, Brand & Social Marketing, Sam’s Club

Internally, there’s been a large sense of understanding, flexibility, and support from the team when it comes to working in this new normal. It’s inspiring to see how people step up in the face of adversity. We acknowledge that we’re all doing the best we can given the circumstances, and we’re in this together. At the end of the day, it’s unified our team more than ever in this very authentic and altruistic way.

Internally, there’s been a large sense of understanding, flexibility, and support from the team when it comes to working in this new normal. It’s inspiring to see how people step up in the face of adversity. We acknowledge that we’re all doing the best we can given the circumstances, and we’re in this together. At the end of the day, it’s unified our team more than ever in this very authentic and altruistic way.

Scott Nelson

VP Marketing, Panera Bread

For us, telling the stories of our delivery drivers is important to us. They are the food first responders, delivering food to wherever it needs to go. #FromOneNeighborToAnother is about shining a light on the amazing, courageous heroes that are delivering food when no one else is outside.

For us, telling the stories of our delivery drivers is important to us. They are the food first responders, delivering food to wherever it needs to go. #FromOneNeighborToAnother is about shining a light on the amazing, courageous heroes that are delivering food when no one else is outside.

Paul Gelb

Head of Digital Activation & Investment, Bayer

Our company has historically been a very collaborative culture. Looking at data and science has always been at the core of our DNA.

Our company has historically been a very collaborative culture. Looking at data and science has always been at the core of our DNA.

Ivonne Kinser

Head of Digital Marketing, Avocados From Mexico

Innovation with a purpose is leveraging technology to solve problems that everyone has.

Innovation with a purpose is leveraging technology to solve problems that everyone has.

Ashley Travis

KFC Global Director, Digital Strategy, Yum! Brands

The experiences that we create with customers now will hold true as our new normal sinks in. We have to ask ourselves: How do we continue to ensure that we’re bringing our brand to life?

The experiences that we create with customers now will hold true as our new normal sinks in. We have to ask ourselves: How do we continue to ensure that we’re bringing our brand to life?

Scott Bishoff

Vice President, Media, 20th Century Studios

The future of media is about really listening to consumers, and not listening to ourselves. The more we listen to consumers, the more effective we are.

The future of media is about really listening to consumers, and not listening to ourselves. The more we listen to consumers, the more effective we are.

Alicia Tillman

Chief Marketing Officer

SAP was founded with a clear purpose: to help the world run better and make people’s lives better. Every company in the world was founded with the belief that it could change something, make something better and do it in a new way. Lead with your North Star right now. Lead with your purpose.

SAP was founded with a clear purpose: to help the world run better and make people’s lives better. Every company in the world was founded with the belief that it could change something, make something better and do it in a new way. Lead with your North Star right now. Lead with your purpose.

Shelley Bransten

Corporate Vice President, Retail & Consumer Goods

Brands need to navigate the now, plan the comeback and help shape the new normal. No one knows what the playbook for post-COVID will look like, but the evolution of products and services to appeal to customers' changing needs will be critical. Those brands who have laid down the digital tracks will be able to pivot easier. Great brands, great products and great experiences still matter so I know retail will continue to exist in the new normal.

Brands need to navigate the now, plan the comeback and help shape the new normal. No one knows what the playbook for post-COVID will look like, but the evolution of products and services to appeal to customers' changing needs will be critical. Those brands who have laid down the digital tracks will be able to pivot easier. Great brands, great products and great experiences still matter so I know retail will continue to exist in the new normal.

John Starkweather

Associate Vice President, Marketing

Now is the reckoning for brands that didn't invest adequately in the e-commerce space. Those that have simple, usable platforms will slingshot forward and secure those multi-channel wins. If you don't diversify into the digital space, it might be too late and it will certainly be much harder. The best opportunity for marketers is just an incredible laser-focus on customer needs. When you're solving those needs and answering those questions, that's where you gain relevancy.

Now is the reckoning for brands that didn't invest adequately in the e-commerce space. Those that have simple, usable platforms will slingshot forward and secure those multi-channel wins. If you don't diversify into the digital space, it might be too late and it will certainly be much harder. The best opportunity for marketers is just an incredible laser-focus on customer needs. When you're solving those needs and answering those questions, that's where you gain relevancy.

Orchid Bertelsen

Head of Digital Innovation & Transformation

Innovation is all about finding new solutions to old problems. That's extremely pertinent in today's time. In order to tell a story, we need an instance of adversity to propose a solution to. Digital Innovation is really more problem focused than technology focused.

Innovation is all about finding new solutions to old problems. That's extremely pertinent in today's time. In order to tell a story, we need an instance of adversity to propose a solution to. Digital Innovation is really more problem focused than technology focused.

Quote of the Day

Previous Quote's of the Day

COVID has been driving many changing behaviors which makes flexibility and immediacy more important than it's ever been. With our industry, out-of-home is much more of a data-rich and nimble medium than people realize. It’s an exciting space to be in right now to help.

I really encourage more marketers to think less about selling, and more about serving. I feel fortunate to work for a company that believes in the mantra: if you invest in the ROI of human equity, you will see the ROI of financial equity.

We make sure that we only endorse products that we love. If we were to lose the trust that we have with our community, we’d lose our platform. It’s our duty to lead with authenticity always.

There's two movements happening. There's one in the streets and there's the one in the corporate boardrooms.

We need to stop talking and start doing - we need more diverse voices in the room. It’s the right thing to do as a human being but it’s also the right thing to do from a business perspective because we need to have every voice in our company to speak to all of our consumers.

One unexpected benefit of this period has been that we introduced a lot of people to our digital presence who didn’t know about it before. Our job going forward will be to keep them engaged in a meaningful way.

It may be easier for DTC companies to launch now, but there’s so much more competition in the space. We have to do a lot more than we did five years ago - to stand out, to capture attention and to continue raising the bar for consumer experience.

Sometimes in the past we have indexed on pure performance marketing. COVID has shaken us in a good way. If there’s one benefit, it’s taken marketing back to its roots. We’ve adjusted all of our messaging to bring a lot more empathy to it.

For us, telling the stories of our delivery drivers is important to us. They are the food first responders, delivering food to wherever it needs to go. #FromOneNeighborToAnother is about shining a light on the amazing, courageous heroes that are delivering food when no one else is outside.

Our company has historically been a very collaborative culture. Looking at data and science has always been at the core of our DNA.

Innovation with a purpose is leveraging technology to solve problems that everyone has.

The experiences that we create with customers now will hold true as our new normal sinks in. We have to ask ourselves: How do we continue to ensure that we’re bringing our brand to life?

The future of media is about really listening to consumers, and not listening to ourselves. The more we listen to consumers, the more effective we are.

SAP was founded with a clear purpose: to help the world run better and make people’s lives better. Every company in the world was founded with the belief that it could change something, make something better and do it in a new way. Lead with your North Star right now. Lead with your purpose.

Innovation is all about finding new solutions to old problems. That's extremely pertinent in today's time. In order to tell a story, we need an instance of adversity to propose a solution to. Digital Innovation is really more problem focused than technology focused.

Previous Quote's of the Week

COVID has been driving many changing behaviors which makes flexibility and immediacy more important than it's ever been. With our industry, out-of-home is much more of a data-rich and nimble medium than people realize. It’s an exciting space to be in right now to help.

I really encourage more marketers to think less about selling, and more about serving. I feel fortunate to work for a company that believes in the mantra: if you invest in the ROI of human equity, you will see the ROI of financial equity.

We make sure that we only endorse products that we love. If we were to lose the trust that we have with our community, we’d lose our platform. It’s our duty to lead with authenticity always.

There's two movements happening. There's one in the streets and there's the one in the corporate boardrooms.

We need to stop talking and start doing - we need more diverse voices in the room. It’s the right thing to do as a human being but it’s also the right thing to do from a business perspective because we need to have every voice in our company to speak to all of our consumers.

One unexpected benefit of this period has been that we introduced a lot of people to our digital presence who didn’t know about it before. Our job going forward will be to keep them engaged in a meaningful way.

It may be easier for DTC companies to launch now, but there’s so much more competition in the space. We have to do a lot more than we did five years ago - to stand out, to capture attention and to continue raising the bar for consumer experience.

Sometimes in the past we have indexed on pure performance marketing. COVID has shaken us in a good way. If there’s one benefit, it’s taken marketing back to its roots. We’ve adjusted all of our messaging to bring a lot more empathy to it.

For us, telling the stories of our delivery drivers is important to us. They are the food first responders, delivering food to wherever it needs to go. #FromOneNeighborToAnother is about shining a light on the amazing, courageous heroes that are delivering food when no one else is outside.

Our company has historically been a very collaborative culture. Looking at data and science has always been at the core of our DNA.

Innovation with a purpose is leveraging technology to solve problems that everyone has.

The experiences that we create with customers now will hold true as our new normal sinks in. We have to ask ourselves: How do we continue to ensure that we’re bringing our brand to life?

The future of media is about really listening to consumers, and not listening to ourselves. The more we listen to consumers, the more effective we are.

SAP was founded with a clear purpose: to help the world run better and make people’s lives better. Every company in the world was founded with the belief that it could change something, make something better and do it in a new way. Lead with your North Star right now. Lead with your purpose.

Innovation is all about finding new solutions to old problems. That's extremely pertinent in today's time. In order to tell a story, we need an instance of adversity to propose a solution to. Digital Innovation is really more problem focused than technology focused.

Previous Quote's of the Week

COVID has been driving many changing behaviors which makes flexibility and immediacy more important than it's ever been. With our industry, out-of-home is much more of a data-rich and nimble medium than people realize. It’s an exciting space to be in right now to help.