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☆ Stagwell's Mark Penn says companies should use AI to connect holistically with consumers
▼ + stars: | 2024-01-11 | by ( Julia Hood | ) www.businessinsider.com time to read: +6 min

BI spoke to Stagwell CEO, Mark Penn, in December about the potential of AI, its applications at Stagwell, and why b-to-c companies need to focus use AI to connect with customers. Unlike the metaverse or some other trends, the power of AI, what it can do, and what companies need to do to harness it is real. If you look at advertising itself and what it takes to really generate tier-one [premium] content, I always say AI is having an entire group of C students. Say you're an office supply company. I don't think companies put as much time into that.

Persons: —, Mark Penn, PRophet, there's, you'll Organizations: Service, CES, Locaria, Stagwell, Business, Google

☆ 5 Trends to Bet Your Career On
▼ + stars: | 2023-11-22 | by ( Business Insider | ) www.businessinsider.com time to read: +1 min

Innovation undoubtedly drives business growth — but it also powers new and exciting career opportunities. Artificial intelligence probably comes to mind as one example, especially in the wake of generative AI, but that's not the only story. AdvertisementIn this series, 5 Trends to Bet Your Career On, Business Insider is highlighting five fast-moving trends that are activating new professional opportunities for those just starting out, as well as those looking for something new. Each of the trends is explained in detail, with an accompanying essay from someone who has chosen that path. Credits:Series Editors: Madeline Berg, Lauryn Haas, Julia Hood, Manseen Logan, Nathan McAlone, Josée Rose, Bartie Scott, Debbie Strong.

Persons: that's, Madeline Berg, Lauryn Haas, Julia Hood, Manseen Logan, Nathan McAlone, Josée Rose, Bartie Scott, Debbie Strong, Marta Biino, Catherine Boudreau, Alyshia, Madison Hoff, Aaron Mok, Amanda Perelli, Noah Sheidlower, Aria Yang, Jinyoung Chang, Rodriguez, Bryan Erickson, Taylor Tyson, Rebecca Zisser Organizations: Business Locations: Alyshia Hull

☆ Discovery Education's chief product officer says AI can free up employees to focus on complex tasks — but warns against being 'a hammer looking for a nail'
▼ + stars: | 2023-11-14 | by ( Julia Hood | ) www.businessinsider.com time to read: +8 min

Pete Weir, the chief product officer at Discovery Education, says AI can make mundane tasks easier. This Q&A is part of the "CXO AI Playbook" series — straight talk from business leaders on how they're testing and using AI. "Our employees are looking for guardrails," said Pete Weir, Discovery Education's chief product officer. AdvertisementSo one of the most important things was a big zoom-out on how this is going to affect all of us. What advice do you have for a company that's just getting started on its own AI journey?

Persons: Pete Weir, —, It's, Discovery, Weir, ChatGPT, I've, we've, it's, — it's, We're Organizations: Discovery Education, Service

☆ Jill Kramer, CMO of Accenture, says disability inclusion should be baked into creative briefs
▼ + stars: | 2023-11-06 | by ( Julia Hood | Will Wei | ) www.businessinsider.com time to read: 1 min

Jill Kramer, chief marketing and communications officer at Accenture, spoke to Insider about the importance of advancing disability inclusion. Kramer is spearheading Accenture's partnership with Disability:IN and TD Bank in a coalition that brings together chief marketing officers and chief communications officers across verticals. "What if we didn't try to one-up each other? But rather work as a coalition to each take on different aspects of representation, inclusion, accessibility of content," Kramer tells Insider. "And by agreeing to do that work across, we would each learn and accelerate faster."

Persons: Jill Kramer, Kramer Organizations: Accenture, TD Bank Locations: verticals

☆ Accenture CMO Jill Kramer talks about how generative AI will enhance, not diminish, the power of marketing
▼ + stars: | 2023-10-23 | by ( Julia Hood | Will Wei | ) www.businessinsider.com time to read: 1 min

Jill Kramer, chief marketing and communications officer at Accenture, spoke to Insider about how some marketers might feel threatened by the capabilities of generative AI. Kramer said generative AI should be considered a tool to supplement and amplify great marketing ideas. "Generative AI needs a corpus to work off of," Kramer tells Insider. "If the original content is not fabulous, the generative AI curated synopsis won't be fabulous. So, it is still going to be powered by the original human idea."

Persons: Jill Kramer, Kramer Organizations: Accenture

☆ ServiceNow CMO Michael Park says marketing is "by far the most complex" function he has ever run: video
▼ + stars: | 2023-10-17 | by ( Julia Hood | Will Wei | ) www.businessinsider.com time to read: 1 min

Before Michael Park took over the CMO role at ServiceNow, he held leadership roles in sales and product. But he says marketing is "by far and away the most complex function I've ever run." Park spoke to Insider in an exclusive video interview, about what makes marketing leadership so challenging, and how he has come to appreciate the power of brand and creativity.

Persons: Michael Park

☆ CMO Insider's new advisory council includes marketing leaders from Mastercard, Sesame Workshop, Indeed and more
▼ + stars: | 2023-10-06 | by ( Julia Hood | ) www.businessinsider.com time to read: +2 min

CMO Insider, which launched in June, 2023, at Cannes Lions, introduces its first Advisory Council. The Council includes 10 marketing leaders from a range of brands including JLL, Sesame Workshop, BlueTriton Brands, and Accenture. The goal of the Council is to contribute insights and thought leadership to help CMO Insider grow into a holistic, multichannel resource for marketing executives. AdvertisementAdvertisementInsider is pleased to announce the inaugural CMO Insider Advisory Council. Meet the Advisory Council below, and feel free to email us ideas and questions to cmoinsider@insider.com.

Organizations: Cannes Lions, Council, Sesame, BlueTriton Brands, Accenture, Morning, The, CMO, Advisory Council

☆ ServiceNow CMO Michael Park on fusing B2B marketing with purpose: Video
▼ + stars: | 2023-10-05 | by ( Julia Hood | Will Wei | ) www.businessinsider.com time to read: 1 min

ServiceNow CMO Michael Park believes that companies need to lean into purpose-driven marketing. "You've got to connect not just to the mind, but to the heart," Park told Insider.

Persons: Michael Park, You've

☆ Want to move from side hustle to startup? Ditch your backup plan, says investor and guest 'Shark Tank' shark Matt Higgins
▼ + stars: | 2023-09-26 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

Higgins' new book, "Burn the Boats," urges people to forego the backup plan to fulfill their goals. AdvertisementAdvertisementSide hustlers and would-be entrepreneurs will often have a backup plan to their dreams, just in case things don't work out. But that safety net might be preventing them from achieving their full potential, according to a book by Matt Higgins, an investor and guest shark on "Shark Tank." Higgins' book, titled "Burn the Boats," urges entrepreneurs to find the right moment, and then go all-in on their goals. Mainly though, you have to learn to let go when things don't go your way.

Persons: Matt Higgins, Higgins, —, Rudolph Giuliani's, Stephen Ross, you'll, Ray Dalio, Bill Gates Organizations: RSE Ventures, Service, Magnolia Bakery, New York City, Lower Manhattan Development Corporation, New York Jets, Miami Dolphins, RSE Locations: Queens , New York, New York

☆ Activewear and luxury brands are pushing ahead with Web3 innovation, while other marketers are still on the sidelines
▼ + stars: | 2023-07-27 | by ( Julia Hood | ) www.businessinsider.com time to read: +6 min

Many CMOs are not prioritizing Web3 right now thanks to the crypto crisis hangover, and inflation. However, some activewear and luxury brands are leveraging NFTs and the metaverse in ways other marketers can learn from. The crisis sapped the forward momentum of the emerging Web3 marketing landscape, where business leaders were eager to figure out how Bored Ape NFTs could translate to new channels to reach consumers. New tech for tech's sake is out of fashion; Web3 providers need to speak to the business problems that CMOs and their brands are facing. Moorut says that activewear and some luxury brands are among the most advanced with Web3.

Persons: Byron Sorrells, what's, Sorrells, Marija Zivanovic, Smith, Matt Moorut, Moorut, they're, Nike It's, Web3 activations, Ledger, Marie Laffont, they've Organizations: Dispatch, IEX Group, Apple, Gartner, Web3, Nike, Adidas, Lacoste

☆ Amazon's Claudine Cheever is optimistic about how AI will transform the customer experience
▼ + stars: | 2023-07-03 | by ( Julia Hood | ) www.businessinsider.com time to read: 1 min

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☆ 6 ways marketing is evolving with current trends and thriving, according to CMOs at Cannes Lions
▼ + stars: | 2023-06-21 | by ( Julia Hood | ) www.businessinsider.com time to read: 1 min

Cannes Lions has been trying to improve diversity, and it seems to be working. Najoh Tita-Reid, global chief marketing officer, Logitech Insider"A couple of things have changed at Cannes. It is wonderful to see Cannes take the time to be intentional about who is here, who gets to create, and whose voices are heard. I am very happy to say one of the things that's changed is that DEI is a much bigger priority." -Najoh Tita-Reid, global chief marketing officer, Logitech

Persons: Najoh Tita, Reid, Tita Organizations: Cannes Lions, Logitech, Cannes

☆ Welcome to CMO Insider. Here's what you can expect from our new, dynamic platform.
▼ + stars: | 2023-06-21 | by ( Julia Hood | ) www.businessinsider.com time to read: +2 min

CMO Insider is the place for marketing leaders to share, commiserate, and convene. Welcome to CMO Insider, our new, enduring platform for marketing leaders to learn, share, and network. I want to tell you what to expect from this destination, and how marketing leaders can get involved. I tell you all this because it goes to the heart of what we want to do with CMO Insider. Regular readers of Insider know that we engage with our audience through personal and first-person storytelling.

Persons: Raja Rajamannar, Cristina Diezhandino, Jeff Goodby, Silverstein, Jasmine Enberg, Ziad Ahmed, Auli'i Cravalho, Ahmed, Cravalho Organizations: Cannes Lions International, Creativity, Cannes Lions, Mastercard, Diageo, Partners, Insider Intelligence, JUV Consulting Locations: verticals

☆ Marketing leaders are urged to be bold and align with purpose — as long as it's true to the brand
▼ + stars: | 2023-06-21 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

Insider convened a panel of leaders from Diageo, Mastercard, and Goodby, Silverstein & Partners at Cannes Lions. The speakers said it's important to understand your brand's context in order to decide what purpose initiatives it should align with. Marketing leaders were urged not to let external pressures — like those recently faced by Bud Light and Target — keep them from taking risks and aligning with purpose. Goodby spoke about how important it is to understand the brand "context" when creating these kinds of campaigns. "Every brand has a context ... and the context of your brand has to be taken into account," he said.

Persons: Bud Light, Raja Rajamannar, Cristina Diezhandino, Jeff Goodby, Silverstein, Jasmine Enberg, Joi, Marie McKenzie, McKenzie, Gen Z, Diageo's Diezhandino, Goodby, Rajamannar, Intelligence's Enberg, Enberg Organizations: Diageo, Mastercard, Silverstein, Partners, Cannes Lions, Morning, Cannes Lions International, Insider Intelligence, BMO Locations: Spain

☆ Perspectives, ideas, community
▼ + stars: | 2023-06-21 | by ( ) www.businessinsider.com time to read: 1 min

The role of chief marketing officer has never been more complex than it is today. Digital transformation, economic upheaval, societal change, and a fragmented media landscape are just some of the intricacies marketing leaders are confronting. CMO Insider convenes case studies, research, and personal perspectives, to inspire and inform CMOs and their teams as they build and grow their brands. Most Innovative CMOs 2023Our annual list of "Most Innovative CMOs" presents 25 top marketers who are confronting the industry's most complex challenges. Credits:Series Editors : Julia Hood, Ryan JoeReporters : Lauren Johnson, Lara O'Reilly, Michael KaminerDesign and Development : Alyssa Powell, Chay Thawaranont, Kazi Awal, Will Varner

Persons: Julia Hood, Ryan Joe Reporters, Lauren Johnson, Lara O'Reilly, Michael Kaminer, Alyssa Powell, Chay Thawaranont, Kazi Awal, Will Varner

☆ Gen Z is upending the purchase funnel, according to a new Edelman Trust Barometer report
▼ + stars: | 2023-06-18 | by ( Julia Hood | ) www.businessinsider.com time to read: +4 min

Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not the final step, running counter to the traditional "purchase funnel" model. What appeals to Gen Z might alienate more traditional consumers, so it's important for brand and reputation leaders to partner. Gen Z might just be kill the the old-school purchase funnel for good according to a new study from the Edelman Trust Barometer,That's because Gen Z's true relationship with brands often begins at purchase, and is "too dynamic for a linear funnel," the report states. "In fact, 78% [of Gen Z survey respondents] are uncovering and discovering things about a brand after they make a product purchase."

Persons: Gen, Jackie Cooper, Viktor Chebanenko, Cooper, You've, Edelman, Bud, Richard Edelman, — Organizations: Edelman, Morning, Gen, Edelman's Locations: Germany, Brazil, Japan

☆ BASF Uses Integrated Reporting to Focus Stakeholders on Sustainable Innovation
▼ + stars: | 2023-05-03 | by ( Julia Hood | ) www.businessinsider.com time to read: +7 min

Integrated reporting is growing more popular as stakeholders look to understand how companies are building sustainable growth. BASF produces an integrated report and is involved in the International Integrated Reporting Council. According to the IFRS Foundation, more than 2,500 companies worldwide have adopted integrated reporting. A major shift occurred with the launch of the International Integrated Reporting Council in 2010, and the framework it rolled out in 2013. An integrated report brings with it a higher threshold of measurement and accountability than a standalone sustainability report.

☆ Leaders from Walmart, AB InBev, Honeywell, Carlyle, and more share advice for getting started — and sticking to — sustainability goals
▼ + stars: | 2022-07-22 | by ( Julia Hood | ) www.businessinsider.com time to read: +26 min

Sustainability leaders from Walmart, JUST Capital, Dow, Honeywell, Cognizant, Deloitte, Bank of America, AB InBev, and Carlyle participated. If you're just looking for a science partner, you're going to go and get the science. So then we started building debriefs for our portfolio companies, actually making them sit down and have a conversation with us. Because as long as you do it with integrity, you're going to probably get to the right place. I remember him saying when we talked about the idea, "what you're trying to achieve with that, is somewhere between really, really, really, really hard and impossible."

☆ Novartis debuted its first integrated sustainability and finance report this year — more companies are likely to follow suit
▼ + stars: | 2022-07-06 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

A coalition of sustainability organizations has recommended integrated reporting to improve the quality of information. Global organizations for decades have wrangled with not just what to report on sustainability goals, but how to report. To learn more about the Novartis Access Principles, Insider turned to the company's integrated report. On May 25, 2022, the International Financial Reporting Standards Foundation (IFRS), the chairs of the International Accounting Standards Board (IASB), and the International Sustainability Standards Board (ISSB), announced they would be incorporating the IIRC's current framework. Novartis tapped the Integrated Reporting Framework in developing the report, as well as SASB Standards provided by the Value Reporting Foundation.

☆ Sustainable finance is poised to fund the future of the planet, addressing climate change, equity, and governance
▼ + stars: | 2022-03-03 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

This article is part of the "Financing a Sustainable Future" series exploring how companies take steps to set and fund sustainable goals. Metrics include diversity reporting, wage gaps, and health and safety. Metrics include employment and wealth generation, taxes paid, and research and development expenses. Metrics include employment and wealth generation, taxes paid, and research and development expenses. Sustainable finance is bigger than just ESG, though the terms are often conflated.

☆ Prosperity: Companies foster sustainable communities when they take a long-term view and measure progress
▼ + stars: | 2022-03-03 | by ( Julia Hood | Megan Dematteo | ) www.businessinsider.com time to read: +5 min

Prosperity goals seek to help communities thrive, which is crucial to ensure a sustainable future. This article is part of the "Financing a Sustainable Future" series exploring how companies take steps toward funding and setting their own sustainable goals. Prosperity goals are designed to foster the health and growth of communities across multiple tracks — including adequate employment, economic opportunity, and access to education and training. So if companies are doing all this simply by existing, why focus on prosperity as one of the pillars of a sustainable future? "By measuring and reporting on aspects of prosperity more holistically, companies and their stakeholders can become better informed."

☆ Companies continue to prioritize AI and cloud for innovation investment, according to the latest Transforming Business poll
▼ + stars: | 2021-04-20 | by ( Julia Hood | ) www.businessinsider.com time to read: +5 min

Cloud and AI top the list of innovation investments by companies according to the latest Transforming Business poll. Racial and gender biases in AI applications are issues no company can ignore. Visit Insider's Transforming Business homepage for more stories. But the insights available via tools like AI and the cloud can do much more than some companies have figured out. AI applications have come under fire, demonstrably shown in some cases to reflect racial and gender bias in hiring tools, and voice and facial recognition.

☆ Transforming Business poll shows that talent is a driver, and a product, of innovation
▼ + stars: | 2021-04-20 | by ( Julia Hood | ) www.businessinsider.com time to read: +6 min

Talent recruitment was cited as a top priority for innovation investment among companies polled for the Transforming Business series. Business decision-makers polled by Insider report that talent is a top investment priority, and also that a major benefit of digital transformation is recruiting top talent. Culture of innovationTo drive transformation, business leaders have to source and keep the right talent, and to create a culture of innovation. "Whether businesses recover will be dependent on their talent and that talent's ability to navigate uncertainty and drive innovation needed to rise beyond incremental challenges." This SurveyMonkey Audience poll targeted individuals who work in a management capacity at their company according to the Audience panel.

☆ Transforming Business: A poll of international business leaders shows cloud, AI, talent, and smart mobility are top innovation investments
▼ + stars: | 2021-04-19 | by ( Julia Hood | ) www.businessinsider.com time to read: +2 min

Insider surveyed 614 business decision makers in 7 countries to ask about investment in innovation, ESG, and purpose. Cloud, AI, smart mobility, and talent are among the top innovation priorities. Visit Insider's Transforming Business homepage for more stories. Key takeaways from the poll:Transformers reported their companies would be investing in hiring talent, AI and machine learning, and partnerships as innovation drivers in 2021. Economic downturn, followed by legislation and politics, were said to be the biggest threats to achieving transformation goals in 2021.

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