Know What's Happening in CMO Pulse
Know What's Happening in CMO Pulse
PepsiCo India is rolling out a refreshed brand identity for Lay’s in the country, anchored by a new “Lay’s ke liye kuchh bhi” campaign fronted by Bollywood star Ranbir Kapoor. The redesign emphasizes the farm‑to‑bag journey, featuring on‑pack cues like “Made with Finest Potatoes” and a sun‑inspired visual language. Packaging will debut nationwide in the first week of March and uses a polyolefin‑based recyclable structure to improve end‑of‑life outcomes. The initiative positions Lay’s as a quality‑focused, environmentally conscious snack leader.
A client recently asked me to create a marketing enablement strategy for their new Customer Success (CS) team. That kicked off a bigger conversation with their VP of Marketing: 👉 Should marketing own revenue beyond lead gen and MQLs? Here’s...
Rapido, India’s leading mobility platform, has unveiled a new word‑mark logo, shedding its original bike‑centric icon to reflect a broader service suite. The rebrand comes as the company processes over five million rides daily across more than 400 cities, now...
Elfried Samba, co‑founder and CEO of community‑centric agency Butterfly Effect, will headline B2BMX 2026 with a keynote titled “Building a Sexy Brand in an Unsexy Industry.” Drawing on his success scaling Gymshark’s 20 million‑member community and partnerships with Netflix, Bumble, McDonald’s...
Asda has appointed Tom Hampson, former B&Q marketing director, as vice‑president of marketing for both the supermarket and its George clothing brand. He succeeds Adam Zavalis and will report to chief customer officer Rachel Eyre, starting in June. Hampson brings...
Henri‑Lloyd has created a chief marketing officer role and hired Tom McMullen, a former Rapha CMO, to fill it. McMullen brings nearly a decade of experience at the premium cycling brand and a stint as brand director at Montane, plus...
Cadbury 5 Star has teamed up with Cricket Scotland to celebrate the team’s unexpected qualification for the 2026 ICC Men’s T20 World Cup. The partnership riffs on Cadbury’s long‑running “Eat 5 Star, Do Nothing” slogan, positioning Scotland’s “do nothing” route into the tournament as a...
Media mix modeling (MMM) excels for consumer brands with high transaction volume, stable offers, short purchase cycles, and direct paths, but B2B marketers often encounter wide uncertainty intervals and volatile recommendations. The core issue is statistical: B2B deals are few,...
Dallas‑based agency Lerma has appointed Omar Quiñones as its first Chief Strategy Officer, completing a recent C‑suite expansion. Quiñones joins from Messianu/Edelman/Lerma, where he held the same role, and brings senior strategy experience from Anomaly, CP+B, and YETI. The hire...
Asian Paints, in partnership with creative agency Kinnect, launched the "Rang De India" cricket anthem to celebrate India’s passion for the sport. The high‑energy track, composed by Sameer Uddin and voiced by Sunidhi Chauhan and Vishal Dadlani, is part of Asian Paints’ role as the...
The Singapore Tourism Board (STB) has appointed Edelman as its public‑relations agency for a two‑year and two‑month term, with an option to extend for three additional years. The partnership aims to support STB’s Tourism 2040 roadmap by enhancing storytelling, media relations,...
Narrative Communications announced the launch of a new Sydney office, marking its first expansion beyond Melbourne. The office will be led by Sophie Mullen, a communications veteran with over eight years of experience in corporate, reputation and crisis management. The...
Maybank Malaysia joined forces with creative agency Alchemy79 and the Directors Think Tank, led by filmmaker Sling Ng, to launch the Chinese New Year 2026 film *Blessings All Around*. The cinematic piece reframes traditional CNY wishes by spotlighting love, connection and...
Independent agency Fuller has launched the "Voting: It’s A Good Thing" campaign ahead of South Australia’s state election on March 21. The initiative, built on a rigorous behaviour‑change framework developed with Behaviour ID’s Mat Crompton, reframes voting as a series...
Intrepid Travel has launched the Golden Gap Year campaign aimed at Australians aged 55 and over, offering a competition for a 12‑month, tailor‑made travel experience valued up to $100,000 plus $25,000 for flights. The initiative is built on research showing...
Good Drinks Australia has unveiled a Valentine’s Day campaign for Magners Irish Cider called “Love at First Cider.” The campaign features a series of playful illustrations that incorporate the gold foil from Magners’ iconic brown pint bottle, forming elements like...
WPP Media has named Kevin Kivi as managing director of its South Australian operations, bringing 25 years of global advertising and media experience. Kivi previously led Horizon Media Canada, driving a 92% revenue increase and earning Best Place to Work...
Westpac NZ, together with Saatchi & Saatchi NZ and Spark Foundry NZ, launched the immersive “Laneway Loot” experience at Laneway Festival 2026. The activation featured limited‑edition street posters that were ripped down and claimed within 24 hours, and a Westpac‑branded...
Snapchat has launched the next phase of its “Say it in a Snap” campaign across Australia, targeting university‑aged Gen Z with a mix of out‑of‑home billboards, digital video and brand‑integrated Snaps. The rollout highlights how students use the platform to...
Tenaga Nasional Berhad (TNB) launched its 2026 Chinese New Year film “Roaring Blessings,” produced by Chariot Agency and directed by Quek Shio Chuan. The short film uses a lion‑dance troupe storyline, following disciplined leader Ming and a physically limited boy Kenny, to...
Omnicom Media’s OMD New Zealand announced Blair Alexander as its new CEO, effective 2 March, reporting to OM NZ chief Nikki Grafton. Alexander brings more than two decades of agency leadership, most recently steering IPG’s three New Zealand media brands—FCB Media, UM and...
Hero MotoCorp teamed with FCB Interface India to launch a futuristic Glamour X campaign that tells a robotic love story, emphasizing the bike’s sleek design and advanced features such as cruise control. The ad runs across television and digital channels, timed...
Campaign Brief’s 2026 CB Hot List has unveiled the agencies ranking 11 to 20, selected from more than 200 Australian and New Zealand firms. The list spotlights agencies whose 2025 work earned the Seen+Noted distinction for creativity and effectiveness. This mid‑tier...
Australian Financial Review (AFR) has unveiled a new brand campaign titled “It’s Not For Everyone,” created with advertising agency Howatson+Company. The campaign positions the newspaper as the daily habit of ambitious Australians, highlighting a success‑mindset that spans corporate leaders, entrepreneurs,...
Taco Bell Korea teamed with creative agency GUT Asia to launch the “Love at First Tilt” Valentine’s campaign, running from Valentine’s Day through White Day. The initiative repurposes the brand’s signature Taco Tilt—mirroring the dramatic lean seen in K‑drama kisses—to...
My Plan Manager, Australia’s leading NDIS plan manager, launched a national 360° campaign with agency Showpony to turn its generic‑sounding name into a brand asset. The ads use comedic misunderstandings, inspired by “Dude, Where’s My Car?” and “Who’s on First?”,...
Honeycomb Strategy, the Melbourne‑based behavioural science and market research firm, has promoted Jason Morris to the newly created Head of Client Service role, consolidating its quantitative and qualitative teams under one leader. The appointment follows a milestone year that saw...
Edge Marketing has appointed award‑winning AI and SEO specialist Luke Gosha as Head of Search & AI Strategy, bringing over a decade of international experience from London agency StrategiQ to its Australian operations. Gosha will lead the integration of AI‑led...
Mirvac launched its first ever integrated brand campaign, "The Imagine Nation," marking a shift from project‑centric messaging to a unified brand narrative after 54 years. The campaign was built on a strategic "One Mirvac" architecture that aligns its residential, retail,...
Dentsu Creative Isobar has unveiled New‑Age Social, a creator‑first operating philosophy set to launch in the second half of 2025. The model reorganizes social teams to include creators, editors, producers and platform‑native storytellers, aligning creative development with media intelligence and...
Sasha Alexandrov, former head of media at G2 Esports, announced his appointment as director of content and fan marketing for the Esports World Cup Foundation (EWCF). Alexandrov brings experience from Apple, The Guardian and other agencies to the Saudi‑funded EWCF,...
We've never been given more tools than ever before to do our jobs in marketing. With the proliferation of AI everything should become easier, faster. And yet, I feel more overwhelmed than ever before in my entire adult working life which...
Misunderstood Marketing - : The Delonghi-Bosch Pivot: Why Post-Purchase Friction is the Real Brand Killer https://t.co/9vxehhnI4s
Ring announced it is canceling its planned partnership with Flock Safety after a Super Bowl ad sparked privacy concerns. The collaboration, which would have integrated Flock’s AI‑driven “Search Party” tool into Ring cameras, never went live and no footage was...
The vertical integration of intelligence is non-negotiable. Control your platforms, models, chips, and data centers or watch providers do to you what you're trying to do to them. Microsoft AI is all-in on this. But they're caught in a bind: vertical...
Tired of being left in the dark on how other SaaS companies are doing? Then welcome to the 2025 State of SaaS Marketing mega thread. Buckle up. I surveyed hundreds of SaaS founders & marketers last year, to collect the data that's usually...
The NBA’s All‑Star Weekend in Los Angeles has become a high‑impact platform for more than 60 brands, ranging from immersive fan experiences at the NBA Crossover to on‑site activations for events like the Slam Dunk Contest. 2024’s lineup showcases a...
Launching a product without a plan is just posting and hoping. This Skill builds the full playbook. https://t.co/juAq4qxygY
As a person overseeing many of these tests for brands I can attest to this too. Applovin’s team have also been the quickest, most nimble at adapting to what DTC is requesting of them. Their teams go above and beyond over...
Alliance Creative Group (ACGX) unveiled an AI‑driven video subscription platform that lets brands generate short‑form videos at scale. The service offers per‑video pricing as low as $26, with monthly plans and no long‑term contracts. It targets Instagram Reels, TikTok, YouTube...
There is still a net benefit to having someone with an intricate knowledge of the creative and ad buying processes that AI can’t automate.
Strategic Brief: The Agentic Pricing Shift, Nuclear Cloud Grids, and the Analog Marketing Rebellion https://t.co/P5qLllgBGU
Mintegral and Insightrackr released the 2026 Global Non‑Gaming App Trends Report, analyzing data from over 100 markets in 2025. The study highlights rapid AI integration, explosive growth in Short Drama apps, and a shift toward ROI‑centric, automated bidding. It also...
SaaS CMO: “How do we get more pipeline?” Me: “First, fix your messaging cascade.” Here’s where most teams go wrong: 1. Scattered messaging. Every channel says something different. 2. No clear core message. ICP’s pain point and your unique solution...
FanDuel appointed Ari Avishay, former Paramount+ SVP of Content Marketing, as its senior vice president of marketing. He will steer brand, creative and consumer‑insights strategy for the sportsbook and FanDuel TV platforms, reporting to President Mike Raffensperger. Avishay brings a track record...
Purely Elizabeth, the leading natural‑category granola brand, launched Purely Glow, a limited‑edition salted vanilla pistachio granola infused with collagen peptides and biotin. The product debuted exclusively on the brand’s e‑commerce platform and TikTok Shop, supported by a TikTok‑centric creator campaign...
Visa Asia Pacific has appointed Alvina Seah as head of its newly created Design and Creative Studio. In this role, Seah will build an in‑house creative team to strengthen Visa’s brand, drive marketing innovation, and support business growth across the...
Singapore’s National Day Parade 2026 is issuing a tender to appoint a creative agency that will design and manage a nationwide branding and publicity campaign through August 2026. IKEA Singapore jumped on the AI‑generated caricature craze, turning its popular panda,...
Growth is the dream of every operator (or at least your potential acquirer). But if you’re not careful, it can be the siren song of death. Hiring faster. Spending more. Scaling too soon. All in the name of “growth.” The reality is — growth...
TikTok has partnered with Fabulate to embed its Symphony generative‑AI suite into the influencer‑marketing platform, creating a unified workflow for brands and creators across APAC. The integration adds AI dubbing, video generation and licensed digital avatars directly into Fabulate’s SparQ 2.0...
