Rishad Tobaccowala

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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A recent article from the AMA highlights a critical insight: many U.S. consumers feel ignored by advertising. In a digital landscape that is overflowing with content, personalization and genuine connection are key. As marketers, it's time to rethink our strategies! Understanding your audience and engaging them authentically can transform your marketing efforts. Let's focus on creating experiences that resonate and make consumers feel seen and valued. One size fits all doesn't work anymore. At shyft digital we talk lot about adapting your approach to connect authentically with your audience. I’d love to hear your thoughts on your approach!💡✨ Read the article here:

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"A food and beverage company could mine half of its value from a digital and Al transformation of the customer and channel management innovation zone." McKinsey & Company states in an analysis released on October 3rd. For my CPG community on Linkedin, please comment & share what have you implemented so far and what the pain points have been (if any). Check out "Fortune or fiction? The real value of a digital and Al transformation in CPG" https://lnkd.in/eZbZmHPN

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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Too many brands think they know their audience based on shallow data, but real understanding goes far deeper. We’ve seen this with the backlash against DE&I initiatives and boycotts. It’s a reminder that in today’s fragmented world, confidence without true insight can backfire—big time. Check out my latest MarTech contribution

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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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Interesting read from McKinsey on the adoption of AI in the first six months of 2024, highlighting a significant increase in the use of Gen AI, which has doubled during this period. It's intriguing to note that some individuals may underestimate their AI usage, often not identifying themselves as "Power Users" despite leveraging the technology. #AI #ArtificialIntelligence #TechnologyTrends https://lnkd.in/e6znN_-3

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Don’t miss out on this opportunity to future-proof your digital strategy and discover how to leverage AI, retail media channels, and influencer collaborations to supercharge your marketing efforts. Webinar leader, Jeremy Kagan who literally wrote the book on Digital Strategy. #webinars #digital #advertisingagencies

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#WednesdayWisdom This back-to-school season, brands are navigating through financial turbulence, making capturing attention with fresh, relatable strategies crucial. As spending tightens, marketers like Amazon and JCPenney are focusing on value, while others like American Eagle are tapping into the power of Gen Z and inclusive messaging. With kids influencing parents' purchasing decisions more than ever, connecting with the entire family could be the key to success. #BackToSchool #MarketingTrends

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Commerce has evolved rapidly, rendering your old strategies obsolete. That is of course assuming you have a commerce strategy. In this new era, foresight & agility are key for Consumer Brands. The Interpublic Group (IPG)'s Guidebook for Winning in Commerce provides a roadmap for navigating the emerging challenges, such as how ... 🔍 Invisible commerce is reshaping traditional touchpoints. 💸 Demand for convenience is challenging margins. 💬 Product communities are democratizing brand trust. Addressing these is crucial to stay competitive and win profitable share. Use this link - https://lnkd.in/gh_3EF8f - to download the pdf report and learn how to turn these challenges into your opportunities. #Commerce #ConsumerBrands #DigitalTransformation #Strategy

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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Is your market research missing the mark? 🎯😵 Standard surveys and sterile focus groups often yield shallow, expected responses. This insight deficit leaves businesses with an incomplete picture of consumer preferences. Learn how to unlock genuine insights with dynamic mixed-method approaches 👇 https://lnkd.in/exm7hFKW

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Even before we know the outcome of this election, seven key things stand out for brands. #brandmanagement #brandstrategy #presidentialelection J. Walker Smith https://lnkd.in/g8aRMVdH

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We’ve all seen examples of brands or influencers who in times of crises opt to “turn off” the comments. It’s something we heavily recommend against in our risk assessments for new campaigns and this new study shows exactly why. As soon as you turn off the comments, the trust from your consumers drops. https://lnkd.in/e5a5YKNA It shouldn’t be a surprise, this is a pretty predictable outcome. But in times of crises, if you haven’t pre-planned, when reputations are on the line, it feels like an easy solution to make the pain go away. The lesson: ensure reputation and crisis planning is built into every campaign. With a clear stakeholder plan and pre-agreed responses to predictable hiccups. 9/10 you won’t need it. But for the one time you do - it’ll be worth the foresight.

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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This is going to be a real challenge. Recognizing the importance of authenticity in brand story telling is critical. And as the author states..."The key is to blend the innovative capabilities of AI with the irreplaceable value of human insight, ensuring that your brand tells authentic stories that resonate with your audience." #authenticity #authenticcontent

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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Curious about what motivates luxury buyers? Explore insights in my new blog on consumer behavior. Check out my blog post: https://wix.to/X5Tcs75

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