Brand, Creativity,

and Media Working Team

Drive more human brand experiences.

The craft of marketing and its connection to innovative experiences and media represents the centerpiece for potential growth. CMOs must ensure that their brands stay true to their purpose and shift from B2B or B2C to B4H – “Brands for Humans”. By improving their effectiveness in leveraging the innovative media landscape, marketers will build the foundation for long term business growth and brand value.

MANDATES

1. Revolutionize marketing as B4H (Brands for Humans)

2. Elevate marketing craftsmanship and world-class creativity

3. Investing in full-funnel performance to drive growth.

4. Transform the media ecosystem.

ACTIONS

1. Shift from a focus on B2B or B2C to B4H.

Adopt a “people-first” platform enabled by deep human insights that fuel brand innovation. Drive brand growth through acts - not just ads

2. Define gold standards.

Share insights. Drive innovation and creativity.

3. Create a universal measurement framework.

Adopt metrics that measure how marketing impacts business growth. Help CMOs and their C-suite counterparts balance how they invest in both short- and long-term growth initiatives

4. Evolve the digital ecosystem.

Develop a clear and transparent path to understanding the transition to the evolving digital ecosystem where we can understand true value throughout.

CO-CHAIRS
MATHILDE DELHOUME

Global Brand Officer at LVMH

NORMAN DE GREVE

CMO at CVS Health

MARCEL MARCONDES

Global CMO, Anheuser-Busch InBev

TEAM LEADERS

Zaid Al-Qassab Chief Marketing Officer and Inclusion & Diversity Director at Channel 4

Dean Aragon CEO at Shell Brands International and Global VP

Tom Brown VP, Brand Management Group, Business Marketing at Meta

Ravi Dhar George Rogers Clark Professor of Management and Marketing and Director of the Yale Center for Customer Insights at the Yale School of Management

Josh Feldman CMO at NBCUniversal, Creative Partnerships

Jon Hall Head of Consumer Experience Strategy at Whirlpool

George Hammer Global Head of Marketing at Tripadvisor

Jon Iwata Yale Center for Customer Insights Ogilvy Fellow

SY Lau Senior Management Advisor at Tencent

Alison Lewis Chief Growth Officer at Kimberly-Clark

Greg Lyons Chief Marketing Officer at PepsiCo Beverages North America

Mayra Rivera Chief Marketing Officer at USAA

Peggy Roe

Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International

Dario Spina

Chief Marketing Officer, Velocity at ViacomCBS

Kate Stanford

Vice President, YouTube Marketing at Google

Marisa Thalberg

Executive Vice President, Chief Brand and Marketing Officer at Lowe's

Dara Treseder

Chief Marketing and Communications Officer at Peloton

Kingsley Wheaton

Chief Marketing Officer at BAT

TEAM MEMBERS

TJ Abrams Exos

Melissa Allen Tervis Tumbler

Peggy Ang LG Electronics

Manolo Arroyo Coca-Cola Company

Gary Augustine Van Drunen Farms

Vincent Bahk Fidelity Information Systems

Katie Baker Scotiabank

Courtney Ballantini Tyson Foods

Amy Barzdukas WiTricity

Yogini Biswas Brighthouse Financial

Noah Brodsky Travel + Leisure Co

David Bruce Major League Soccer

Lorraine Buck Feld Entertainment

Thomas Burkhardt Marchon Eyewear

Suzanne Cafferty PCTEL, Inc.

Athena Campos Case Construction

Jaclyn Cardin Organic Valley

Vanecia Carr Domtar

Chris Carrier Reliance Worldwide Corporation

Angela Ceccarelli Valley Bank

Diane Centino Turning Stone Resort Casino

Toni Clayton-Hine Ernst & Young

Dustin Cohn Goldman Sachs

John Cosley Microsoft

Ryan Craig Amerisure Insurance

John Crowder JBS USA

Americo de Campo Silva Shell Brands International

Anthony del Vecchio AutoNation

Rupen Desai Dole Packaged Foods

Scott Donaton Hulu

Chad Donvito King's Hawaiian Bakery

Fred Ehle SugarBear Vitamin Care

Daryl Evans Great Southern Wood Preserving

Peter Favilla Pentair

Rachel Ferdinando Frito-Lay

Karie Ford The Lycra Company

Anne-Sophie Gaget Edgewell Personal Care

Narine Galstian Fisher Investments

Kristen Gasior Balsam Brands

Laurine Garrity Fisher Investments

Ryan Gillespie Sartori Cheese

David Gitter WPT Foundation

Lynn Godfrey The Leukemia & Lymphoma Society

Rebecca Grimm Cytel

Laurie Gustafson Marriott Vacations Worldwide

Suzanne Gylfe Deloitte

Lisa Hake Great Clips

Lauren Higgins Villanova University

Vineeta Hiranandani El Camino Health

Lenny Hirsch Avrio Health

Janell Holas Make-A-Wish Foundation

Danielle Hollander Visit Orlando

Jackie Hooper BancorpSouth

Christy Hoskins La-Z-Boy Inc.

Joanna Irwin Independent

Marissa Jarratt 7-Eleven

Jessica Jensen Indeed

Jarrod Jordan Iovate Health Sciences

Ellen Junger Helzberg Diamonds

Emily Ketchen Lenovo

Jeff Key Atlas Roofing

Christi Korzekwa Tractor Supply

Deanna Kotch Red Lobster

Chuck La Tournous American National Insurance

Kristy LoRusso Kaiser Permanente

Rahul Malhotra Shell Brands International

Lesly Marban Intuitive Surgical

Iván Markman Yahoo!

Jason Morros Edison Properties

Marcel Nahm Auntie Anne’s

Jason Nash Vista Outdoor

Tom Nowak EVERVE

Alan Numsuwan FTI Consulting

Dena O'Loughlin JAFRA Cosmetics International

Matthew Onion Natura Bisse International

Chris Osner-Hackett Sanofi

Nicholas Parks Discover the Palm Beaches

Pierre-Charles Parsy Royal Canin

Amy Pascal Weber

Pam Piligian Navy Federal Credit Union

Julie Pirsch Villanova University

Amy Protexter Insight

Michelle Puopolo Rockland Trust

Ellyn Raftery Fidelity Information Services

Alissa Randall Step Up for Students

Yin Rani MilkPEP

Justin Reinke TruGreen

Greg Revelle Kohl’s

Verchele Roberts U.S. Cellular

Amy Rosier Poudre Valley REA

Kim Salem-Jackson Akamai

Al Saltiel AutoZone

Maureen Schumacher Global Payments

Andrea Sengara Campari America

Kristi Shafer American Licorice

Vijay Singh Guy Carpenter & Company

Judy Sroufe Standard Textile

Janice Tennant Merrell

Sylvia Toense T. Rowe Price

Sierra Towers Boehringer Ingelheim

Anthony Trani The Topps Company

Jeremy Tucker Planet Fitness

Gaston Vaneri Cox Communications

Vinoo Vijay Trust Bank

Kara Walsh Travelzoo

Julie Washington Trinity Health

Shannon Watkins Aflac

Lauren Weinberg Square Inc.

Jen Whelan Yahoo!

Dan Williams 3 Day Blinds

Karen Wish Mount Sinai Health Systems

Andrea Zaretsky E*Trade

Doug Zarkin Pearle Vision Luxottica

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