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
DEAN ARAGON
CEO at Shell Brands International
NORMAN DE GREVE
Global CMO at GM
MARCEL MARCONDES
Global CMO, Anheuser-Busch InBev
TEAM LEADERS
Zaid Al-Qassab Chief Marketing Officer and Inclusion & Diversity Director at Channel 4
Khaled AlShehhi Executive Director of Marketing and Communication Sector, New Media and Visual Production Sector
Tom Brown VP, Brand Management Group, Business Marketing at Meta
Mathilde Delhoume Global Brand Officer at LVMH
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 Former Chief Content Officer at IB
Jon Iwata Yale Center for Customer Insights Ogilvy Fellow
Alison Lewis Chief Growth Officer at Kimberly-Clark
Alberto Hernandez Lopez Chief Growth Officer, Consumer Healthcare at Sanofi
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
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
Dipti Kachru Broadridge
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
Kelly Lohr
Orangetheory Fitness
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
Michael Perdigao
The Wonderful Company
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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