Brand, Creativity,
and Media Working Team
Drive business growth by growing marketing's impact.
The Brand, Creativity & Media Team advocates that strong brand building and strategic creativity are vital for sustained industry growth. The team works to educate business stakeholders on marketing's value, collaborated on initiatives to clarify marketing's role, and aligns marketing strategies with business goals. Key priorities include promoting brand-building and creativity as growth drivers, and institutionalizing standards for creative effectiveness. Leadership from major brands guides these initiatives, fostering a robust community of CMOs and industry leaders. Looking ahead, the team aims to deepen stakeholder alignment, expand AI-focused education, and finalize benchmarks for creative impact, thereby reinforcing marketing's role in driving business growth.
PRIORITIES
1. Make a clear case to the business community to establish brand-building and creativity as primary drivers of growth.
2. Align marketing with all business stakeholders on the common, foundational drivers for short- and long-term growth while utilizing AI for brand and creativity.
3. Institutionalize universal gold standards for and measurement of full-funnel creative effectiveness that guide the industry.
4. Transform the media ecosystem.
ACTIONS
1. Establish the strategic growth drivers that only marketers can impact, given our unique understanding of the consumer.
2. Create a currency of creative effectiveness, at all stages of the marketing funnel, adopted by the Global CMO Growth Council.
3. Develop a tool, building on the creative effectiveness framework, that will help brands enhance creative effectiveness in a measurable way specifically through the innovative use of media.
4. Develop a CMO/CFO playbook.
5. Create a next-generation creative brief capabilities resource that is based on the most advanced and modern marketing knowledge in our industry to date.
CO-CHAIRS
DEAN ARAGON
CEO at Shell Brands International
RENATA FERRAIOLA
Chief Executive Officer at SC Johnson Lifestyle Brands
MARCEL MARCONDES
Global CMO at Anheuser-Busch InBev
TEAM LEADERS
Andrea Ching Head of Global Marketing at Bloomberg Media
Norman de Greve Global CMO at GM
Mathilde Delhoume Global Brand Officer at LVMH
Ravi Dhar George Rogers Clark Professor of Management and Marketing & Director of the Yale Center for Customer Insight
Ben Torres Ezrick Head of Brand Marketing at Zoom Communications
Heather Freeland Chief Brand Officer at Adobe
Josh Feldman Chief Marketing Officer at NBCUniversal, Advertising and Partnerships
Marissa Jarratt Chief Marketing & Sustainability Officer at 7-Eleven
Alberto Hernandez Lopez Chief Growth Officer, Consumer Healthcare at Opella.
Greg Lyons Chief Marketing Officer at PepsiCo Beverages North America
Peggy Roe
Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International
Sumit Virmani EVP and Chief Marketing Officer at Infosys
BRAND, CREATIVITY, AND MEDIA TEAM MEMBERS
- Valeria Abadi, Globant
- TJ Abrams, Hyatt
- Khaled AlShehhi, UAE
- Manolo Arroyo, Coca-Cola
- Lou Aversano, CIGNA
- Benji Baer, CBRE
- Vincent Bahk, FIS
- Katie Baker, Scotiabank
- Amy Barzdukas, WiTricity
- Lisa Bialecki, Rust-Oleum
- Todd Brezler, Mitsubishi
- Noah Brodsky, Lindblad Expeditions
- Liza Buchanan, Sunstate Equipment
- Lorraine Buck, Feld Entertainment
- Jason Bunge, Hasbro
- Thomas Burkhardt, Marchon Eyewear
- Athena Campos, CNH Industrial
- Vanecia Carr, Domtar Paper
- Rankin Carroll, Mars
- Samantha Catalina, Projects Phusion
- Laurent Cayet, Colgate-Palmolive
- Angela Ceccarelli, SIG Technologies
- Diane Centeno, Turning Stone Resort
- Toni Clayton-Hine, Ernst & Young
- Dustin Cohn, Cadre
- Erika Constantine, Discover Palm Beaches
- Sara Correa, Bridgestone
- Onney Crawley, Goodwill
- Sandhya Davis, Booz Allen Hamilton
- Tavia Davis, Goldman Sachs
- Americo de Campos Silva
- Gianna De Caro, Soli Organic
- Rupen Desai
- Shelley Diamond, UNICEF
- Erick Dickens, LA Golf
- Amy Dunham, Habitat for Humanity
- Abdulaziz Elyas, The Saudi Investment Bank
- Suzanne Fanning, Dairy Farmers of Wisconsin
- Ola Fayed, IFFCO Group
- Narine Galstian, SADA
- Marta García Alonso, Heineken
- Laurine Garrity, Fisher Investments
- Ryan Gillespie, Sartori Cheese
- Sally Gilotti, Children's Miracle Network
- Allison Giorgio, Wellness Pet Company
- Lynn Godfrey, Leukemia / Lymphoma Society
- Jose Gorbea, HP
- Simone Grapini-Goodman, American Diabetes
- Kate Grey, Banner Health
- Rebecca Grimm, Eastern Bank Corp.
- Cheryl Guerin, Mastercard
- Lori Gustafson, Marriott
- Lisa Hake, Great Clips
- George Hammer, Marriott
- Deborah Hannah, Stride
- Elizabeth Harlow, Sonesta Hotels
- Ruth Harper, ManpowerGroup
- Sofia Hernandez, TikTok
- Alberto Hernandez Lopez, Sanofi
- Maurice Herrera, Adtalem
- Lenny Hirsch, Avrio Health
- Janell Holas, Make-A-Wish Foundation
- Danielle Hollander, Visit Orlando
- Amber Holm, Winnebago
- Jackie Hooper, Cadence Bank
- Christy Hoskins, La-Z-Boy
- Jordan Howell, Heartland Food Products
- Melanie Huet, Newell Brands
- Jon Iwata, Yale University
- Katie Jackson, Channel 4 TV
- Janice Jacobs, HearingLife
- Jarrod Jordan, Iovate
- Ellen Junger, Helzberg Diamonds
- Dipti Kachru, Broadridge
- Anne Kawalerski, Bloomberg Media
- Remi Kent, Progressive
- Kate Kerans, McDonald's
- Emily Ketchen, Lenovo
- Ted Ketterer, Coca-Cola
- Dan Kleinman, Deutsch Family Wines
- Holger Kraetschmer, King's Hawaiian
- Chuck La Tournous, American National
- Rene Lassauzet
- Jenna Lebel, Liberty Mutual
- Dave Lew, American Cancer Society
- Alison Lewis, Hain Celestial Group
- Craig Lister, Consumer Cellular
- Kelly Lohr, LaserAway
- Kristy LoRusso, Kaiser Permanente
- Victoria Lozano, Crayola
- Lesya Lysyj, Boston Beer
- Megan Mahncke, Intermountain Health
- Timothy Mapes, Delta
- Amy Martin Ziegenfuss, Carnival Cruises
- Ignatios Mavridis, Army
- Thema McDonald, Chicago History Museum
- Don McGuire, Qualcomm
- Laila Mignoni, Bacardi
- Chris Miller, Burlington Stores
- Lawrence Montgomery, Baptist Health
- Dave Moody, Service Experts
- Jason Morros, Edison Properties
- Jennifer Murillo, Discover
- Olivia Nadler, Tenet Healthcare
- Marcel Nahm, Goddard Systems
- Jason Nash, Vista Outdoor
- Tom Nowak, EVEREVE
- Alan Numsuwan, FTI Consulting
- Dena O'Loughlin, The Cheesecake Factory
- Yewande Odusanwo, Feeding America
- Matthew Onion, Natura Bisse
- Christopher Osner-Hackett, Helen of Troy
- Sharon Otterman, Macy's
- Christopher Owen, UnitedHealth Group
- Tory Pachis, Amica
- Molly Pajauskas, Zurn Elkay
- Veronica Parker-Hahn, Meta
- Michael Perdigao, The Wonderful Company
- Dawn Perry, CertaPro Painters
- Pam Piligian, Navy Federal Credit Union
- Julie Pirsch, Villanova
- Nicole Portwood, Salad and Go
- Ellyn Raftery, Fidelity Information Services
- Yin Rani, MilkPEP
- Greg Revelle, Cap Hill Brands
- Verchele Roberts, U.S. Cellular
- Amy Rosier, Poudre Valley Rural Electric
- David Rubin, The New York Times
- Joseph Ruck, Ambi Robotics
- Kim Salem-Jackson, Akamai
- Lauren Sallata, Ricoh
- Maggie Schmerin, United
- Howard Schwartz, Kennedy Space Center
- Jann Schwarz, LinkedIn
- Andrea Sengara, Campari
- Kristi Shafer, American Licorice
- Vijaya Singh, Marsh
- Denna Singleton, EssilorLuxottica
- Emily Sly, PopSockets
- Lola Soyebo Harris, Alpha Residential
- Dario Spina, Paramount
- Judy Sroufe, Standard Textile
- Kate Stanford, Google
- Eric Stevenson, Parker Hannifin
- Brian Stifel, Cox
- Sarah Sylvester, Victoria's Secret
- Stacy Taffet, PepsiCo
- Pallav Tamaskar, Wolverine
- Janice Tennant, Merrell
- Michael Thompson, Pipette
- Sierra Towers, Boehringer Ingelheim
- Dara Treseder, Autodesk
- Bari Trontz, MUFG Investor Services
- Jeremy Tucker, Spin Master
- Emily Turner, The Fresh Market
- Ryan Verschoor, AB InBev
- Julie Washington, Trinity Health
- Maya Wasserman, Sony Electronics
- Lauren Weinberg, Peloton
- Kingsley Wheaton, BAT
- Dan Williams, 3 Day Blinds
- Jeanne Wilson, Zespri Kiwifruit
- Karen Wish, Mount Sinai Health System
- Dawn Zappetti, Amalgamated Bank
- Andrea Zaretsky, Morgan Stanley
- Doug Zarkin, MPR Brands
- Angela Zepeda, X (Formerly Twitter)
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