DIRS.INFO The most relevant business & tech news

The new missionDeveloping and scaling this cookie replacement has become the new mission for The Trade Desk, one of adtech's greatest independent success stories. While many other adtech companies offered this service, The Trade Desk over the years proved it could do it better. The Trade DeskWith cookies disappearing, The Trade Desk is approaching its first big test. These deals are typically cut with major advertising agency holding companies and don't usually include adtech platforms like The Trade Desk. "These next 12 months for The Trade Desk are going to be difficult and not the experience that you're used to," this person said.

Persons: Jeff Green, Andrew Casale, Brian Wieser, Samantha Jacobs, hasn't, There's, Tom Triscari, It's, they're, Greg Doherty, Jeff, Green, Criteo, Megan Clarken, Dan Salmon, they've Organizations: Trade, Universal, Google, Business, Exchange, Company, BI, Disney, The Washington Post, Yahoo, Wall Street, Projects, CTV, CBS, The, Arete Research, Intelligence, Variety, Street Research

☆ Seeking nominations for the top creative agencies harnessing generative AI
▼ + stars: | 2024-02-22 | by ( Ryan Joe | ) www.businessinsider.com time to read: 1 min

Business Insider is seeking nominations for a list showcasing the creative agencies that have mastered generative AI technologies and are using them to produce consumer-facing work. Please submit your nominations using this form. Over the last year, ad agencies have taken big steps familiarizing themselves with generative AI tools — and they've become much more adept at harnessing the nascent technology for their clients' creative work. Even still, the tech continues to evolve with eye-popping results, as seen by OpenAI's new Sora video generation tool. This story is available exclusively to Business Insider subscribers.

Persons: they've Organizations: Business

☆ 3 ways buying Vizio would send Walmart's ad business surging and put Amazon on notice
▼ + stars: | 2024-02-15 | by ( Ryan Joe | Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Walmart is reportedly in talks to buy TV manufacturer Vizio for over $2 billion , in an effort to bolster its ad business, according to The Wall Street Journal. Here are three ways Vizio would power-up Walmart's ad business and make it a much bigger competitor to Amazon, according to several ad industry experts. While Walmart buying Vizio would grow its ads business, it would also improve the margins for its current ad business, said Nikhil Raj, chief business officer of adtech company Moloco’s retail media business. The new inventory Walmart would inherit would let it tap TV and branding budgetsIf Walmart buys Vizio, it would inherit connected-TV ad inventory, which it doesn’t currently have. Most of Walmart’s retail media business comes from search ads , though it’s expanded that to include some display and video ads.

Persons: you’ve, there’s, ”, Nikhil Raj, Raj, Walmart.com, ” Raj, doesn’t, it’s, ” Forrester, Nikhil Lai, Eric Franchi, Eric Seufert, Mobile Dev Organizations: Walmart, Wall Street, Amazon, Business, Vizio, CTV, “ Walmart, Walmart Connect, Connect, VC, Mobile Locations: Vizio, Walmart.com, “

☆ The big business of the Super Bowl, from competing advertisers to the ultrawealthy networking
▼ + stars: | 2024-02-09 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +6 min

In today's big story, we're looking at the big business of the Super Bowl, from advertisers to the ultraweal thy . Developing and filming a Super Bowl ad typically runs 50% to 60% more than a regular one. AdvertisementFor some first-time Super Bowl advertisers, the commercial is a jumping-off point for a bigger campaign, writes BI’s Lauren Johnson. The Super Bowl is also a calendar staple for the ultrawealthy, writes BI’s Madeline Berg. A record 68 million Americans are projected to bet $23.1 billion on the Super Bowl, according to the American Gaming Association.

Persons: —, Taylor Swift, Travis Kelce, Patrick Smith, Emily Stewart, that’s, Ryan Joe, Lara O’Reilly, Ryan, BI’s Lauren Johnson, RYU, BI’s Madeline Berg, Elon Musk, Rupert Murdoch —, VistaJet, BI’s Taylor Rains, Grace Kay, it’s, BI’s Juliana Kaplan, Cork Gaines, Usher, David Rosenberg, Quants, Getty, David Butow Here’s, Tesla, Sissie Hsiao, Bard, Gemini, Uber, Dara Khosrowshahi, Lucas Jackson, Dan DeFrancesco, Hallam Bullock, Jordan Parker Erb, George Glover Organizations: Business, Service, ign, Super, Elon, Private, American Gaming Association, San Francisco 49ers, Kansas City Chiefs, Renaissance Technologies, Man, AHL, UBS, Google, Reuters, Merchants, Conference, PepsiCo Locations: Sun Valley, YOLO, New York, London

☆ For Super Bowl advertisers, $7 million for a 30-second spot is just the beginning of an even bigger investment
▼ + stars: | 2024-02-08 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

TurboTax is set to run a 45-second ad during the Super Bowl, plus 30-second spots both before and after the game. Investment needs to continue even after the initial airing for the Super Bowl ad to maximize its potential. The company's Super Bowl strategy greatly evolved between those two years. After its 2023 Super Bowl spot that paid homage to the '90s hit movie "Clueless," Rakuten continued to position itself as a fashion marketplace by partnering with New York Fashion Week. Regardless of the risks, Super Bowl advertisers have the opportunity to jolt their business to new heights.

Persons: There's, Todd Allen, Bud Light's, Bud Light, Nick Soukas, TurboTax, Melissa Tifrere, there's, Joe Staples, Ana Dominguez, Grey, Rakuten, Vicki McRae, Rakuten's, McRae, Sofia Colucci, Molson Coors Organizations: Nielsen, Business, Anheuser, Busch InBev, Havas, Lindt, BI, Investment, Super, New York, Super Bowl, EDO, NFL Locations: York, Lindt USA

☆ Super Bowl advertisers brace for the Taylor Swift effect
▼ + stars: | 2024-02-08 | by ( Ryan Joe | ) www.businessinsider.com time to read: +3 min

Read previewSuper Bowl advertisers have decades of datapoints telling them when it’s best to show up during the big game. But the presence of Taylor Swift is adding a strange new dimension to a lot of conventional beliefs about the optimal spot for an ad to appear. AdvertisementLike many other advertisers, Hellmann’s had no idea when they locked in their Super Bowl buys early last year that there’d be a media frenzy around the romance between Taylor Swift and Kansas City Chiefs tight end Travis Kelce. Advertisers are already anticipating that Swift’s presence will drive more engagement for advertisers lucky enough to have booked the right spots, though it’s a bit of a crapshoot as there’s no guarantee when, or even if , Swift will make an appearance. There is also another spike in female viewership that happens during Super Bowl broadcasts.

Persons: —, it’s, Taylor Swift, I’d, ”, Chris Symmes, Kate McKinnon, Hellmann’s, there’d, Travis Kelce, Swift, they're, you’re, Jeff Gagne, “, haven’t, Taylor, Jake Marx Organizations: Service, Havas Media, Business, Unilever North America, Unilever, Super Bowl, Kansas City Chiefs, Chiefs, AFC, ”, Nielsen, Video Advertising, Super, Stagwell Media

☆ Digital consultancy Bounteous will merge with Accolite Digital, aiming to become a billion-dollar giant in 5 years
▼ + stars: | 2024-02-01 | by ( Ryan Joe | ) www.businessinsider.com time to read: +4 min

Read previewThe digital consultancy Bounteous is merging with Accolite Digital, and together they plan to become a billion-dollar company in five years. Bounteous and Accolite Digital offer different, yet complementary services. Its clients include Coca-Cola, Caesars Entertainment, Domino's, and others, and it largely competes with other consultancies like Accenture and Deloitte Digital, Bounteous CEO Keith Schwartz told Business Insider. AdvertisementAccolite's clients include telecommunications and financial services companies, including Goldman Sachs, Prudential, and BT. For now, the merged company will be called Bounteous X Accolite, although Kaza said they will finalize its new name in May.

Persons: —, Keith Schwartz, Leela Kaza, Kaza, Goldman Sachs, Prasad Chintamaneni, Schwartz Organizations: Service, Accolite, New, Business, Cola, Caesars Entertainment, Accenture, Deloitte Digital, FedEx, Prudential, BT Locations: Chicago, North America, Dallas, India, Canada, Mexico, Europe, America, Eastern Europe

This is Insider's fourth-annual list recognizing the diverse up-and-coming marketing talent who will define the industry for years to come. These marketers sit below CMO level and represent a variety of roles and backgrounds, from digital media to creative. They come from brand giants like Coca-Cola, General Mills, and LG Electronics, as well as startups like Liquid Death and Mercury. But all show the potential to be the industry leaders of the future. Scroll on to see the 14 rising stars of brand marketing, listed alphabetically.

Persons: General Mills Organizations: Business, LG Electronics

Publicly listed data company LiveRamp's $200 million acquisition of data clean room provider Habu looks set to fire the starting pistol for a more buoyant year of adtech and martech M&A, experts have predicted. He noted that while ad teams aren't using these clean rooms en masse, many have activated them, which bodes well for the Habu acquisition. ID5's technology is deployed by the most online publishers of any identity service, according to Sincera , which measures which adtech companies are used across the industry. LiveRamp, also, could be an acquisition target, Salmon noted, as it builds out new data offerings like the clean rooms it will inherit from Habu. But not everyone is predicting the Habu acquisition will necessarily lead to an influx of M&A around cookieless adtech.

Persons: Conor McKenna, Luma's McKenna, Shailin Dhar, Dhar, Mathieu Roche, who've, InfoSum, Myles Younger, Dan Salmon, Wayne Blodwell, ID5, Roche, " Roche, Salmon, Elgin Thompson, hasn't, Thompson Organizations: Business, LUMA Partners, FIT Holdings, Companies, New, Research, Impact Media, Citizens JMP Securities, Walmart Locations: adtech, LiveRamp, Habu

☆ Intuit's CMO has a plan to help the company seize a new $30 billion revenue opportunity
▼ + stars: | 2024-01-17 | by ( Ryan Joe | ) www.businessinsider.com time to read: +5 min

And providing that financial assistance, Goodarzi said during an investors conference in December, represents a $30 billion opportunity that Intuit has not claimed. But TurboTax competitor H&R Block is also reaching for this opportunity, and has gone on the offensive with its own AI-powered tax assistant, released in December. A bevy of new H&R Block ads tout the assistant, and takes a shot at TurboTax: "So long, TurboTax!" "Comparative marketing is a common practice and we've used it for many years to help consumers easily see the benefits of working with H&R Block," an H&R Block spokesperson said. "People just aren't aware, because of how strongly we grew the do-it-yourself perception within TurboTax," Balazs said.

Persons: TurboTax, Lara Balazs, there's, Sasan Goodarzi, Goodarzi, Balazs, DJ Stout, we've Organizations: Intuit, Business, Karma ., Intuit Assist Locations: TurboTax

☆ 10 industry leaders transforming business in 2023
▼ + stars: | 2023-12-11 | by ( ) www.businessinsider.com time to read: +20 min

In 2023, Business Insider's annual list of People Transforming Business highlights key players across the advertising, ESG, finance, AI, and labor sectors. Increasingly, they're turning to more opaque private credit markets to borrow money. The world of private credit sits outside the traditional banking system. Analysts expect the private credit market to balloon in size — likely keeping lawyers like Breen very busy. Muthukrishnan is trying to make sense of how risky these private credit loans are by overseeing what is so far the most comprehensive look at vulnerabilities in the industry.

Persons: Mira Murati, who's, Vince Toye, Eileen Fisher, Eileen Fisher Fisher, Guerin Blask, Eileen Fisher Eileen Fisher, she's, Fisher, Janelle Jones, Jones, Lexey, —, She's, Justin Breen, Proskauer Breen, Proskauer Justin Breen, he's, Breen, Ares Capital, He's, McLaren, Julie Su, Labor Julie Su, Department of Labor Julie Su, Su, Marty Walsh, Murati, Jim Wilson, Neal Mohan, YouTube Mohan, Katie Thompson, YouTube It's, YouTube isn't, Mohan, Muthukrishnan, Satya Nadella, Microsoft Satya Nadella, Ben Kriemann, Nadella, Steve Ballmer, Mathias Döpfner, Axel Springer, Tim Cook, Apple Cook, Justin Sullivan, Cook, Steve Jobs, Jobs, JPMorgan Chase Toye, JPMorgan Chase, Toye, they'll, Vince Toye's, Bella Sayegh, Rebecca Ungarino, Lara O'Reilly, Juliana Kaplan, Alex Nicoll, Tim Paradis, Stephanie Hallett, Michelle Abrego, Josée Rose, Ryan Joe, Emily Canal, Kaja Whitehouse, Alyssa Powell, Davis, Jonann Brady Organizations: JPMorgan, Service Employees International, SEIU, New York, Ford, Service Employees International Union, United Auto Workers Union, Spelman College, US Department of Labor, Economic Policy Institute, Center for Economic, Research, Department of Labor, The New York Times, Ares, Churchill Asset Management, European, Atlético Madrid, Labor, Labor Department, MacArthur Foundation, New York Times, Dartmouth, OpenAI, Associated Press, YouTube, NFL, DirecTV, Federal, Microsoft, Manipal Institute of Technology, University of Wisconsin -, University of Chicago, Apple, Apple Watch, Google, Time, JPMorgan Chase, National Housing Trust, Trenton Almgren Locations: McDonald's, Lorain , Ohio, Atlanta, California, Los Angeles, Albania, Canada, Muthukrishnan, Hyderabad, India, University of Wisconsin - Milwaukee, OpenAI, Virginia, Wells Fargo, Trenton

The ad industry is in the midst of a major shakeup. This year, generative AI emerged as a tool that could potentially take advertising work to new heights , even as some staffers fear they could be replaced . This story is available exclusively to Business Insider subscribers. This is the sixth year Business Insider is recognizing rising changemakers within ad agencies. Scroll down to see 30 rising stars of Madison Avenue, listed alphabetically.

Organizations: Google, Business, Madison

☆ Read the pitch deck that helped AI adtech company Qortex raise $6 million, led by Nvidia and Samsung alumni
▼ + stars: | 2023-11-20 | by ( Ryan Joe | ) www.businessinsider.com time to read: +3 min

Qortex, which uses AI to target ads in streaming TV, online video, and video games, said Monday it had raised a $6 million Series A round, led by GFT Ventures. Because Qortex's technology analyzes what's happening in the video frame-by-frame, it understands what's happening at a very granular level, said Rosenberg. For instance, Rosenberg said Qortex could help publishers identify strobing lights in video to remain ADA compliant, or quickly scan video archives to find specific content. While GFT has invested in about 10 companies so far Herbst said, Qortex is "one of the first and honestly one of my favorites." Check out select slides from the pitch deck that helped Qortex raise its $6 million Series A round.

Persons: Zack Rosenberg, Qortex, Rosenberg, Jeff Herbst, Herbst, Mark Pedowitz, Sid Mookerji, GFT Organizations: GFT Ventures, Silicon Road Ventures, Business, GFT, Nvidia, CW Network, Silicon, Ventures, NHL, Allstate

☆ Sonos' first-ever chief commercial officer dishes on her plans to overhaul its marketing strategy and turbocharge its share of the audio market
▼ + stars: | 2023-11-15 | by ( Ryan Joe | ) www.businessinsider.com time to read: +4 min

On Monday, Deirdre Findlay started her first day as Sonos' chief commercial officer, a newly-created position that's an amalgam of chief marketer, chief revenue officer, and chief customer officer. As a high-end speaker brand, Sonos has found itself in an enormously competitive category that has been plagued with weakening consumer demand. Next week, Findlay said her team will start digging into what Sonos knows about its customers. Findlay also needs to figure out how to convince new customers to buy Sonos products. Whether or not Sonos continues to target new consumers who want more affordable electronics is something that Findlay is still figuring out.

Persons: Deirdre Findlay, Sonos, Findlay, Condé Nast, Patrick Spence, Spence, hasn't, She'll Organizations: Google, Business, Retailers

Its "SmartListen" feature uses patented AI-powered voice control to allow users to interact with videos in real-time. Adventr founder Devo Harris was previously a Grammy award-winning producer and music executive, who worked with artists like Kanye West and John Legend. The following week, Harris uploaded the same video but added interactive buttons so users could choose which scene to watch next. 23andMe used Adventr to let its customers ask a video of a genetic counselor whether they're likely to inherit a disease their parent has, for example. In the next six to 12 months, Harris says Adventr wants to incorporate more large language models and generative AI technology to make its voice controls more sophisticated.

Persons: Adventr, Devo Harris, John Legend, Siri, Kanye, Harris, X, 23andMe, they're Organizations: Paladin, Reinventure, Ventures, YouTube, Chevy, Disney, Twitter Locations: York, Adventr, Paris

Two years ago, it started building a new tech platform called Convert, and officially launched it this year. Convert helps retailers who sell ads ensure their inventory is available to as many advertisers as possible. This provides more competition for ad slots, so retailers get a fair price for their inventory. PubMatic's technology also helps retailers sell to smaller advertisers as well. PubMatic's Convert provides a portal for those smaller advertisers to log on and manage their retail media buys.

Persons: PubMatic, Rajeev Goel PubMatic, IPG, Peter Barry Organizations: Lyft Media Locations: Spanish

☆ Snowflake's CMO reveals her marketing strategy that will help the company go from $2.6 billion in revenue to $10 billion by 2029
▼ + stars: | 2023-10-04 | by ( Ryan Joe | ) www.businessinsider.com time to read: +4 min

Its revenue was $95.7 million in 2018 according to its S-1 filing, has projected revenue of $2.6 billion by the end of this year, and has said it aims to hit $10 billion in revenue by 2029. But as the data giant zeroes in on connecting with developers across industries, Persson has also expanded Snowflake's outreach, for instance, with a YouTube channel for developers , established eight months ago. Closing larger deals will be a major factor if Snowflake hits its ambitious $10 billion revenue goal. Snowflake plans to get 1,400 customers spending more than $1 million by 2029, company CFO Michael Scarpelli said during an investor event last year. "A lot of companies get stuck at $100 million," Persson said.

Persons: Denise Persson, Persson, There's, Salesforce, Gregg Moskowitz, Snowflake, Michael Scarpelli, Moskowitz Organizations: Amazon, LinkedIn, Companies Locations: Silicon Valley, Snowflake, New York, Mumbai, Stockholm

☆ Ad giant IPG merges embattled data unit Kinesso with media agency Reprise after major shakeup
▼ + stars: | 2023-09-21 | by ( Ryan Joe | ) www.businessinsider.com time to read: +3 min

Ad giant IPG has officially figured out what to do with its embattled data and technology unit Kinesso, which went through a massive shakeup over the summer that saw many of its top execs depart, as Insider first reported. Kinesso has now been merged with Reprise, an agency within Mediabrands, IPG's group of media-buying agencies. "We're trying to create an end-to-end media engine that fuels the rest of IPG Mediabrands," Martin told Insider. But the areas where the new KINESSO specializes in — like data expertise, technology, and AI — are expected to be a means for growth. KINESSO has about 6,200 employees, roughly a third of the 18,000 staffers Mediabrands has across its global network.

Persons: Kinesso, Jarrod Martin, IPG, Martin, Eileen Kiernan, Kiernan, Philippe Krakowsky, it's, Mediabrands Organizations: Reprise, UM, Initiative, Revenue, Bank of America Locations: Mediabrands

☆ CarMax just promoted a longtime employee to CMO. She tells Insider how she went from search analyst to marketing chief.
▼ + stars: | 2023-09-21 | by ( Ryan Joe | ) www.businessinsider.com time to read: +4 min

CarMax just promoted its long-time employee and VP of marketing Sarah Lane to the role of CMO and SVP. Lane started as a search analyst at the company at the age of 22 and in the early aughts, when the company was in only a handful of markets. "We haven't permeated culture in the way that brands today want to and need to, to have that lasting legacy," Lane told Insider. I want to be the only place to consider when you buy a used car." She's also monitoring the United Auto Workers strikes to figure out how they could potentially drive more demand to the used car market.

Persons: CarMax, Sarah Lane, Lane, Jim Lyski, Candace Parker, Sue Bird, Steph Curry, Usain Bolt —, we've, Joseph Kunkel Organizations: Automotive News, Circuit, National Women's Soccer League, WNBA, United Auto Workers, CMO Locations: CarMax

☆ Criteo sees a $42 billion opportunity from retail media, but must solve a challenge that could cut those revenues by 20%
▼ + stars: | 2023-09-12 | by ( Ryan Joe | ) www.businessinsider.com time to read: +2 min

Criteo is eyeing a $42 billion slice of the retail media market. A glut of retail media networks could reduce that $42 billion retail media opportunity by 20%. Criteo said that this type of "fragmentation" could cause retail media revenues to drop 20%. He said brands will often buy across three or four individual retail media networks, which means smaller retail media networks can struggle to attract advertising dollars. The Trade Desk's CEO Jeff Green has previously announced his ambition to control "most" of the retail media market and it has aggressively sought partnerships to prove that retail ads drive sales, to inspire more advertisers to buy retail media.

Persons: Criteo, Let's, Brian Gleason, Megan Clarken, You've, Andrew Lipsman, Lipsman, Jeff Green Organizations: Boston Consulting, Amazon, New York City, Intelligence, Trade Locations: China —, New York

☆ A Blockbuster-era video law is being used to ding big-name brands like General Mills, Geico, and Chick-Fil-A with privacy lawsuits
▼ + stars: | 2023-09-07 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +6 min

Brands like Chick-Fil-A and Geico are being accused of violating 1980s privacy law the VPPA. Broadcasters have long been wary of running afoul of a 1988 privacy law called the Video Privacy Protection Act that went into effect after the video rental history of then-Supreme Court nominee Judge Robert Bork was leaked to a newspaper. Since November last year, brands as diverse as Hallmark, Folgers, Mattel, Chick-Fil-A, General Mills, Mars, La-Z-Boy, Geico, and Fossil have faced lawsuits accusing them of VPPA violations. But these dismissals don't completely neutralize the threat of VPPA lawsuits. At least 70 VPPA class action lawsuits have been filed in the past year, according to Bloomberg Law.

Persons: Chick, Robert Bork, VPPA, Mills, General Mills, Scott Ferrell, FloSports, Smucker, Keith Carroll, Rebeka Rodriguez, Melissa Fox, Eversheds Sutherland, Labaton Sucharow, Corepower, Garthwaite, Fox, Julie Rubash Organizations: ., Broadcasters, Hallmark, Mattel, Pacific, Hulu, Bloomberg Law, Meta, Protection Law, Facebook, AMC, Us, GameStop, Disney, United States, Court, Southern, of Locations: Mars, California, Virginia, of New York

☆ Seeking nominations for the top ad industry recruiters
▼ + stars: | 2023-08-29 | by ( Ryan Joe | ) www.businessinsider.com time to read: +1 min

Insider is seeking nominations for its list of top headhunters for the ad industry. This list showcases outside recruiters helping ad firms find C-level execs, AI talent, and more. Submit your nominations via the form below by September 15. From C-levels to AI-talent, advertisers, ad agencies, and adtech companies are turning to top recruiters to find the talent who can help lead their companies into the future. Insider is seeking nominations for outside recruiters, both independent and at agencies, with experience helping ad industry clients staff up.

Persons: We'll Organizations: Morning, Intelligence

☆ As Gen Z gains major spending power, brands like Sephora and The Knot are rethinking their marketing strategies beyond millennials
▼ + stars: | 2023-08-11 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

In 2021, 64.3 million millennials made online purchases, compared to a projected 64.4 million in 2023, according to Insider Intelligence. By contrast, 37.2 million Gen Zers made online purchases in 2021 compared to a projected 45.5 million in 2023. "But in terms of bringing new customers into a brand, I'm not hearing conversations every week about getting more millennials — it's 'Gen Z, Gen Z, Gen Z.'" While Watford's mandate also includes non-Gen Z millennials, some in the advertising industry have shifted focus onto Gen Z, which is more open to brand messaging, particularly in environments like video games. So if you're targeting Gen Z, you're not just targeting Gen Z."

Persons: Gen Z, Gen, Zers, Sarah Engel, it's, Z, Zena Arnold, Jenny Lewis, Lewis, Comscore, Magna, Pandora, SiriusXM, Suzi, Ann Hand, they're, Barbie's Dreamhouse, Hand, Digital's Engel Organizations: Companies, Intelligence, Nielsen, Edison Research, Spotify, YouTube, Super League Gaming, Mattel, League Gaming Locations: Roblox

Insider identified the chief marketing officers to watch in 2023. Our list recognizes the newest marketing chiefs rethinking the status quo and reshaping marketing. While the chief marketer's tenure has always been among the shortest in the C-suite, it can be a path to the very top of the corporate ladder. For instance, Taco Bell's global chief brand officer, Sean Tresvant, is set to become the company's CEO next year. Though turnover remains high, there will always be a crop of newly minted chief marketers poised to bring their companies to new heights.

Persons: They're, inclusivity, Sean Tresvant, Kraft, Diana Frost, Jenny Lewis, Glossier's Kleona Mack, who's Organizations: Motors, AB InBev, Taco, Mercedes, Benz

☆ SAP's marketing team is running multiple generative AI experiments. Its top marketer tells Insider what she's learned so far.
▼ + stars: | 2023-07-17 | by ( Ryan Joe | ) www.businessinsider.com time to read: +3 min

She predicts generative AI will be a permanent part of her marketing strategy in four to six months. The art was created by generative AI and touched up by a human artist. SAP's marketing team also used generative AI for tasks that are less splashy, more internally-oriented, but just as important. In one exercise, SAP employees used generative AI to create a script for product demos, but the scripts occasionally referenced products that didn't actually exist. Part of this consideration includes figuring out whether to continue partnering with generative AI solution providers or build the tools internally.

Persons: she's, It's, Julia White, White Organizations: SAP Locations: New York, Atlanta, Los Angeles

Search resuls for: "Ryan Joe"

25 mentions found