MMA Global

We are excited to announce the winners of the esteemed SMARTIES™ X Global & North America 2024 Awards. This prestigious program honors the most innovative and impactful marketing campaigns worldwide, celebrating the ingenuity of marketing professionals who are redefining industry standards and shaping the future of creativity and innovation in marketing. This year, the SMARTIES™ X Global and North America programs received submissions across seven dynamic channels: • Purpose-Driven Marketing • Marketing Impact • Impact Media • Emerging Tech Marketing • E-commerce Marketing • Creative • AI Marketing Evaluated by two distinguished marketer-only jury panels spanning continents, each entry underwent rigorous scrutiny to identify the most impactful and innovative campaigns. #SMARTIES #marketing #cmo

𝙀𝙢𝙗𝙚𝙙𝙙𝙞𝙣𝙜 𝘼𝙧𝙩𝙞𝙛𝙞𝙘𝙞𝙖𝙡 𝙄𝙣𝙩𝙚𝙡𝙡𝙞𝙜𝙚𝙣𝙘𝙚 𝙞𝙣 𝙩𝙝𝙚 𝙒𝙤𝙧𝙡𝙙’𝙨 𝙇𝙖𝙧𝙜𝙚𝙨𝙩 𝘾𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 Ashok Kalidas, Chief AI Scientist at Kantar, helps Fortune 500 companies think about the cutting-edge technologies they need now and the best ways to implement new AI and ML tools into their organizations to take their marketing strategies to the next level. He explains the technology behind some of Kantar’s latest use cases and where he thinks the industry is going next. Join co-hosts Greg Stuart, CEO, MMA Global, and Rex Briggs for the latest episode. https://lnkd.in/e9Pv36Y7 #AIMarketing #DecodingAIforMarketing #MMAGlobal #cmo #cdo

Getting the right health insurance is serious business; it's the number one reason for bankruptcy in America, says eHealth, Inc. CRO Michelle Barbeau. But when she joined eHealth — which helps consumers compare and select providers — she realized that scaring people into action was not a winning strategy. "𝗪𝗵𝗮𝘁 𝘄𝗲 𝗳𝗼𝘂𝗻𝗱 𝘄𝗮𝘀, 𝗶𝘁'𝘀 𝗮𝗹𝗹 𝗮𝗯𝗼𝘂𝘁 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆," 𝘀𝗮𝘆𝘀 𝗠𝗶𝗰𝗵𝗲𝗹𝗹𝗲, 𝘄𝗵𝗼 𝗶𝗻𝗶𝘁𝗶𝗮𝗹𝗹𝘆 𝘀𝗲𝗿𝘃𝗲𝗱 𝗮𝘀 𝗲𝗛𝗲𝗮𝗹𝘁𝗵'𝘀 𝗖𝗠𝗢, 𝗮𝗻𝗱 𝗶𝘀 𝗻𝗼𝘄 𝗮 𝗖𝗥𝗢 𝘄𝗵𝗼 𝗮𝗹𝘀𝗼 𝗼𝘃𝗲𝗿𝘀𝗲𝗲𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴. "𝗪𝗲 𝗵𝗮𝗱 𝗷𝘂𝘀𝘁 𝗻𝗲𝘃𝗲𝗿 𝘁𝗼𝗹𝗱 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆. 𝗔𝗻𝗱 𝘀𝗼 𝘁𝗵𝗮𝘁'𝘀 𝘄𝗵𝗲𝗿𝗲 𝗼𝘂𝗿 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘄𝗮𝘀 𝗯𝗼𝗿𝗻. 𝗢𝘂𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘄𝗮𝘀 '𝗬𝗼𝘂𝗿 𝗿𝗲𝗺𝗮𝗿𝗸𝗮𝗯𝗹𝘆 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 𝗮𝗱𝘃𝗶𝘀𝗼𝗿.'" Today on Building Better CMOs, Michelle and MMA Global CEO Greg Stuart talk about: • Her transition from CMO to CRO • The importance of stepping out of one's comfort zone • The role of marketers as change agents They also discuss brand-building from scratch, consumer research, and how unifying marketing efforts can lead to significant growth. Listen to the full episode and subscribe to future episodes at: https://lnkd.in/g_X_Y7-w. #cmos #marketing #MMAGlobal

What is hype and what are the risks and opportunities of using AI agents in your marketing work? Join Alec Foster, Responsible AI Lead at MMA Global, on December 12 for an executive-level exploration of the transformative phase of AI agents advancing from copilots to autonomous teams. While vendors promise full autonomy, less than 1% of enterprises are successfully deploying AI agents today. This webinar cuts through the hype to provide practical guidance on responsible implementation. Alec will decode: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗖𝘂𝗿𝗿𝗲𝗻𝘁 𝗦𝘁𝗮𝘁𝗲 • Separating vendor promises from technical reality • The three phases of marketing AI evolution: from copilots to autonomous teams • Real case studies showing what’s actually possible today (including Klarna’s $10M savings) • Key limitations and risks to consider    𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗚𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲 • Phased deployment approach starting with internal, low-risk use cases • Critical evaluation frameworks for vendor selection and risk assessment • Essential governance controls and oversight mechanisms • Why traditional ML governance frameworks aren’t sufficient for autonomous agents    𝗣𝗿𝗲𝗽𝗮𝗿𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗢𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻 • Required changes to team structure and roles • New skill requirements for managing AI agents • Change management and training considerations • Balancing cost savings with ethical considerations    𝗪𝗵𝗼 𝗦𝗵𝗼𝘂𝗹𝗱 𝗔𝘁𝘁𝗲𝗻𝗱? CMOs, Marketing Technology Leaders, Digital Transformation Executives, and Marketing Operations Leaders who need to: • Evaluate AI agent vendor claims • Build responsible implementation roadmaps • Establish proper governance controls • Manage organizational change This session will provide actionable frameworks and practical guidance to help your organization navigate AI agents while avoiding common pitfalls. Get the insights you need to move forward confidently and responsibly. Register now to attend live and get early access to the on-demand replay: https://lnkd.in/dNYJFuPN #mmaglobal #marketing #aimarketing #aiagents

Join Joel Rubinson, Vas Bakopoulos, and Marc Vermut as they tackle the ongoing debate between brand-building and performance-driven marketing, focusing on the attribution and measurement challenges that marketers face today. ➡️ 𝗟𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗺𝗲𝘁𝗿𝗶𝗰𝘀, 𝘁𝗼𝗼𝗹𝘀, 𝗮𝗻𝗱 𝗱𝗮𝘁𝗮 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝘁𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀 𝗰𝗮𝗻 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝘁𝗵𝗲 𝗶𝗺𝗽𝗮𝗰𝘁 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝗼𝗻 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗴𝗿𝗼𝘄𝘁𝗵. With practical advice and a roadmap for implementation, this webinar is tailored for analytics, media, and brand professionals looking to improve their measurement frameworks and make smarter allocation decisions. 🎟️ Join us live on Wednesday, December 11, 2024, from Noon-1:00 PM EST or register for early access to the on-demand version. 🎟️ https://lnkd.in/escGCzE2 #marketing #advertising #brand #MMAGlobal #cmo

How can you think more strategically about your AI implementation, where personalization is heading next, and how can you most effectively impact customers? ⬇️ Jacqueline Woods is the Chief Marketing Officer at the software company Teradata. She has a unique vantage point as both a CMO herself and as someone who works with other companies every day to better leverage technology, data, and artificial intelligence. She answers these questions and more in our latest episode, 𝘏𝘰𝘸 𝘛𝘦𝘳𝘢𝘥𝘢𝘵𝘢 𝘜𝘴𝘦𝘴 𝘈𝘐 𝘵𝘰 𝘊𝘳𝘦𝘢𝘵𝘦 𝘉𝘳𝘢𝘯𝘥 𝘚𝘵𝘪𝘤𝘬𝘪𝘯𝘦𝘴𝘴 𝘢𝘯𝘥 𝘔𝘰𝘳𝘦. Join co-hosts Greg Stuart, CEO, MMA Global, and Rex Briggs. https://lnkd.in/e9Pv36Y7 #marketing #ai #cmo #aimarketing

Marketing measurement is a complex puzzle—especially when it comes to balancing long-term brand-building efforts with short-term performance metrics that will please stakeholders. Tailored Brands, Inc. CMO Carolyn Pollock acknowledges that CFOs may be skeptical of matched market testing and other tools for measuring brand-building impact, but that long-term may have an edge. "The consistency and the continuity of showing up with a message over time, you think back to almost every brand example," Carolyn says. "𝗧𝗵𝗲 𝗼𝗻𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗿𝗲𝗮𝗹𝗹𝘆 𝘀𝘁𝗿𝗼𝗻𝗴 𝗮𝗻𝗱 𝗯𝗿𝗶𝗻𝗴 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗯𝗿𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲, 𝘁𝗵𝗲𝘆'𝘃𝗲 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗲𝗱 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘃𝗲𝗿𝘆 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 𝗳𝗼𝗿 𝗮 𝗿𝗲𝗮𝘀𝗼𝗻𝗮𝗯𝗹𝘆 𝗲𝘅𝘁𝗲𝗻𝗱𝗲𝗱 𝗽𝗲𝗿𝗶𝗼𝗱 𝗼𝗳 𝘁𝗶𝗺𝗲. And I think what happens nowadays is people don't have that same level of patience or tolerance, and our attention spans are shorter, and we feel the need to be constantly changing things up." Today on Building Better CMOs, Carolyn and MMA Global CEO Greg Stuart talk about the complexities of building a modern marketing technology stack, the exciting potential of AI, and operating effectively inside of a private equity company. Carolyn also talks about why even subject matter experts need to gain a holistic understanding of their whole organization. 🎧 Listen, read the transcript, and subscribe here: https://lnkd.in/ePq4pGUu. #CMO #marketing #MMAGlobal #martech #ai #aimarketing

This webinar presents groundbreaking research that reshapes our understanding of brand growth. For the first time, Kantar has combined attitudinal and behavioral data at scale, revealing powerful insights into how brands achieve sustainable growth in today's dynamic market. 𝗧𝗵𝗶𝘀 𝗯𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗴𝗿𝗼𝘄𝘁𝗵 𝗺𝗼𝗱𝗲𝗹𝘀 𝘁𝗵𝗮𝘁 𝗿𝗲𝗹𝘆 𝗵𝗲𝗮𝘃𝗶𝗹𝘆 𝗼𝗻 𝗯𝗿𝗮𝗻𝗱 𝗽𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆. While these factors remain important, their research demonstrates a strong correlation between brand penetration and consumer attitudes, underscoring the crucial role of brand equity in driving growth. The webinar will explore: • 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 "𝗠𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲": Their analysis reveals that brands exhibiting high "Meaningful Difference" – the ability to meet consumer needs in a distinctive and memorable way – achieve greater penetration and penetration growth over time. We'll explore the strategic implications of building brands that resonate deeply with consumers, leading to stronger predispositions and sustained success. • "𝗙𝘂𝘁𝘂𝗿𝗲 𝗣𝗼𝘄𝗲𝗿" 𝗮𝘀 𝗮 𝗚𝗿𝗼𝘄𝘁𝗵 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗼𝗿: They introduce the concept of "Future Power," a key indicator of future growth potential. Brands with high Future Power possess a greater level of consumer predisposition relative to their current size, suggesting a significant "tailwind" for future expansion. We will examine how to assess and leverage Future Power to inform strategic decision-making and prioritize brand investments. • 𝗧𝗵𝗲 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗥𝗼𝗹𝗲 𝗼𝗳 "𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 𝗣𝗼𝘄𝗲𝗿": While predisposition is essential, converting it into actual sales requires effective activation. "Activation Power" encompasses factors like distribution, pricing, and promotions that influence purchase decisions at the point of sale. We will highlight the importance of optimizing these elements to maximize the conversion of predisposition into tangible sales growth. This webinar offers valuable insights for brand marketers to: • Understand the evolving dynamics of brand growth in a data-driven marketplace. • Develop strategies to build strong, distinctive brands that resonate with consumers. • Identify and capitalize on growth opportunities by leveraging "Future Power" and optimizing "Activation Power." • Attendees will gain access to exclusive research findings and actionable intelligence that can transform their approach to brand building and drive sustainable growth in the years to come. We hope you can join us along with our speakers, Jane Ostler and Graham Staplehurst. Register to join live and for early access to the on-demand recording: https://lnkd.in/e4rvVSNR. #marketing #brand #cmo #MMAGlobal

𝗖𝗮𝗻 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗼𝗻 𝘁𝗿𝘂𝘀𝘁𝗲𝗱 𝗻𝗲𝘄𝘀 𝘀𝗶𝘁𝗲𝘀 𝗱𝗿𝗶𝘃𝗲 𝗿𝗲𝗮𝗹 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗳𝗼𝗿 𝗯𝗿𝗮𝗻𝗱𝘀? 💡Join Teads for an MMA Future of Marketing Solutions webinar to discover how trusted news boosts brand trust, engagement, and attention, driving higher brand lift. The session will feature findings from a joint Teads and Lumen study, highlighting how advertising in reputable news outlets drives attention, enhances brand outcomes, and builds trust. A panel of experts from Stagwell, WSJ, and Teads will then discuss 𝘄𝗵𝘆 𝗮𝗹𝗶𝗴𝗻𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗷𝗼𝘂𝗿𝗻𝗮𝗹𝗶𝘀𝗺 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆—𝗶𝘁’𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲, 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝗱𝘂𝗿𝗶𝗻𝗴 𝗮𝗻 𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝘆𝗲𝗮𝗿. Speakers include: Jesse Waldele with The Wall Street Journal Alexis Williams with Stagwell Rick Corteville with Lenovo Mike Dupree with Teads Learn more and register at: https://lnkd.in/gXbR6z89 #marketing #advertising #journalism

AI is transforming marketing, but responsible implementation is crucial for your brand’s reputation and your customers’ trust. ⏬ This webinar, presented by the newly launched Responsible AI Innovation Lab (RAIL) at MMA Global, provides the actionable strategies for leveraging AI ethically and effectively. ✅ Join Alec Foster, RAIL’s lead and MMA’s Responsible AI Subject Matter Expert, to: • 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝗦𝘁𝗮𝗸𝗲𝘀: Explore why ethical AI is critical for marketers today, including rising concerns around bias, privacy, and transparency, and increasing legal/regulatory pressure. • 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 𝗧𝗵𝗿𝗼𝘂𝗴𝗵 𝗔𝗰𝘁𝗶𝗼𝗻: Learn how to address bias in AI, prioritize data privacy, and ensure transparent AI-driven decisions. Discover how responsible AI can become a competitive advantage. • 𝗚𝗲𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗚𝘂𝗶𝗱𝗮𝗻𝗰𝗲: Deep dive into MMA’s new resources, including frameworks for AI risk management, generative AI governance, and practical AI implementation. • 𝗝𝗼𝗶𝗻 𝘁𝗵𝗲 𝗥𝗔𝗜𝗟 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆: Learn how RAIL can support your responsible AI journey and how you can contribute to this critical industry initiative.    All webinar registrants will receive copies of RAIL’s three foundational resources: • the AI Risk Management Framework • the Generative AI Governance Framework • the Marketing AI Implementation Guide We hope you can join us on Wednesday, 10/23/24. #marketing #ai #MMAGlobal #cmo https://lnkd.in/gEcYj2wN