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I need to know the 10 brand CMOs that are making the best, most innovative creative work and advertising
Hi there! Thanks for trusting Wonder with finding the 10 brand CMOs that are making the best and most innovative creative work and advertising.
METHODOLOGY
As with any other Wonder list requests, I started building this top list from pre-compiled lists of top creative and innovative CMOs. The main article I referred to was this article on the 50 most innovative CMOs worldwide by Business Insider. Other top lists from sites such as AdWeek, Ad Age, PRWeek that include the CMOs you already have a relationship with were taken into consideration as well. I narrowed down these huge top lists into just 10 CMOs by choosing the ones who brought their company the biggest impact and growth with creativity and innovation.
You may find this list of 10 CMOs below, along with their LinkedIn profile and email address.
emily.culp2@gmail.com
Emily was responsible for driving the strategic development and execution of Keds’ global platform "Ladies First Since 1916.” This campaign improved their US, international, and e-commerce sales and grew their Instagram following by more than 50%. She also formed the "Keds Collective," a group that comprises eight female entrepreneurs from the art, fashion, and technology businesses. She’s included in the 2015 Adweek 50 List of "Vital Leaders in Tech, Media and Marketing" as a CMO Rising Star.
amukherjee@johnsonfdn.org
Prior to being the first global CMO of SC Johnson, Ann was already considered "especially savvy at building buzz through a mix of traditional marketing and social media" during her time as a senior marketing executive for Pepsi Co. She led SC Johnson brands to win five Lions at the Cannes Lions Festival of Creativity last 2016. Four was awarded to Glade's "Museum of Feelings" interactive experience and one was for Ziploc’s outdoor campaign. At the Cannes panel session, she explained how she makes use of data to “dazzle consumers” with creative campaigns but at the same time arguing that we “can’t ditch the art in favor of formulaic science.”
nteles@heinekenusa.com
Teles was appointed CMO of Heineken USA after bringing a 500% growth rate from his 4 years as Heineken Brazil's CMO. With Teles, Heineken won the 2015 Cannes Marketer of the Year and multiple other lions for their portfolio brands. He believes that "science and storytelling successfully drive sales and win awards." Their marketing model focuses on creativity and consumer understanding. Teles also led Heineken to spend more on digital ads and thus creating successfully viral video ads gaining 30-50 millions of views in just a matter of days.
dana.anderson@mdlz.com
Dana Anderson changed the sweets and snack products advertising game with her signature style of storytelling. She is “always looking for ways to disrupt the industry” with their out-of-the-box marketing. She also led Mondelez toward a content monetization model and pushed through their “fly fearless” initiative that improves how they work with creative partners. Dana is also one of PR Week's top 40 marking innovators to watch.
greg.hoffman@nike.com
With less than a year as Nike's CMO, Greg has already led most of Nike's most successful campaigns last 2016. According to Google, Nike's Olympic "Unlimited" was the most remembered Olympic ad of the 2016 Games with more than 34% of consumers remembering it. The 18 films forming the campaign gained 480 million digital views and 1.1 billion TV impressions. Greg is also included in Ad Age's 2016 Power Players, their list of top executives setting the branding and marketing agenda. His other high-level colleagues consider him as a "true creative at heart," as well as a "fantastic business acumen."
kbennett@netflix.com
Kelly's efforts in their marketing campaigns for Netflix's Originals series led to a large boost in sign-up and retention rates. These campaigns include creative trailers for their upcoming seasons and their powerful Emmy's ad that pays homage to strong women. He is also the #1 CMO in the ExecRank list of most successful marketers based on an algorithm with 24 categories. He is also listed in PR Week's top 40 marketing innovators to watch.
tward@geico.com
With Ted's 32-year leadership run in partnership with The Martin Agency, Geico has shown Americans the most popular and awarded advertising in the last two decades, and they aren't planning to stop anytime soon. Their "Unskippable" online campaign won a Cannes Grand Prix award last year and was also Ad Age's Campaign of the Year for 2016. They claim to "focus more on the art than the science," resulting in the edgiest and most creative campaigns that never fails to gain millions of views. He is also included in Ad Age's 2016 Power Players.
jonathan@airbnb.com
Jonathan's appointment as Airbnb's CMO is one of the most crucial decisions the company ever made. He helped the brand transition "from a disruptive tech startup into a global travel brand with a household name." He won Adweek's Brand Genius award for the hospitality industry by using marketing to address the issues regarding how Airbnb works. He is listed in PR Week's Top 40 Marketing Innovators, Ad Week 50 List of Vital Leaders in Tech, Media and Marketing, and Ad Age's 2016 Power Players.
seth@spotify.com
Seth made use of Spotify listener’s insights for their most of their marketing programs such as witty visual charts and graphs. Their last stint for 2016 was their most popular campaign yet, they revealed their users’ most embarrassing listening habits on giant billboards along with the tagline “Thanks 2016. It’s been weird.”
As Gap's CMO prior to joining Spotify in 2015, he was listed in Forbes' 10 most influential CMOs, and was one of the 50 most creative people by AdAge.
lorraine@google.com
In an interview with McKinsey, Lorraine described her role as "knowing the user, knowing the magic, and connecting the two." She manages to combine Google's data-led culture, analytic tools, and storytelling to make the most impact. With this strategy, Google received multiple Cannes awards for both product design and innovation categories last year. Lorraine is listed as PR Week's top marketing innovator.
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Please note that aside from the links being sourced in the write-up above, you may also see the references numbered below to match which CMO the specific article pertains to.
I hope this helps! Thanks for using Wonder and please let us know if we can help with anything else.