Jacquelyn Baker

If you want to hear a few tips on brands and the people who create them, give some attention here. My friends at DUFF!BEAR Advertising have a show that you may find entertaining. Was I prepared for this interview? What could go wrong? Watch here for some fun in the world of marketing. This is the trailer, a summary of the short video. https://lnkd.in/g5gCrcm7

9

1 Comment

Were you there? https://okt.to/UHgChW Last week, Emily Flannery, Meredith Post and Kyle Schutte glimpsed the future of the snacking category—and the shifts coming are tectonic. If you’re a leader in snacking CPG, click through and watch our experts’ take on the consumer behaviors disrupting the space, the brave brands keeping up and how to reorient your business to drive future obsession. Watch it right here: https://okt.to/ZgSGeX #futureofsnacking #snackingcpg #snacksandsweets #CPGtrends

5

In this episode, the folks at Together Equal and I chat and take a deep dive into LGBTQ+ representation in marketing and media. We explore under-represented groups, balancing profit with social good, and how we, as consumers, can drive change. Finally, we tackle pink-washing, celebrate diversity wins, and define what makes a true LGBTQIA+ ally. Andrew Milne, Sarah Aird-Mash Pink Media https://lnkd.in/eKynVPBc

19

2 Comments

What’s kept me going in entrepreneurship for over a decade? The ability to create an environment like this 👇 A lot of people start working for themselves because they want freedom. IMO, one of the best things about starting and running a company for the last 11 years is the ability to create that freedom for others, too. It has been a privilege and a (big) challenge to learn what people need from their workplace—and how to make changes. Jenny Weeden and I have been running our internal NPS for a handful of years now and I’m not going to lie… I definitely shed some tears over the first couple of surveys. The NPS does exactly what it should: unearths the things in our workplace that people are unhappy about. When discovered, we set out to find the root of each issue, and determine how we can make change. Change, by the way, is an imperfect process, with bumps in the road, false starts, wins, and losses. Fast forward to this year’s NPS, we received our highest score yet thanks to the willingness of our team to be honest, to engage in meaningful conversations, and to make change together. We're still constantly evaluating our environment and I expect that we will be as long as the company exists. Thank you, team Accelity. 💛 There is no group of people I’d rather spend my time at work with. (Mostly remote, because that’s how we want it! 😇)

39

24 Comments

This is hella interesting. I don’t think it’s a brand problem…I think it’s a profit over people problem. When you get comfortable just because of your name, cut corners on quality/material/innovation, and shift away from facilitating community+connection—why buy when you can no longer resonate with a brand whos values go against your audience and their cultural touch points are surface level at best. Sometime you have to slow your processes down and give people the room to develop regardless of what the board says. New Balance moves so strategically and slow when making choices and have been at the center of creating culture. Moving as fast as culture is never the answer if it’s at the expense of people for profit and doesn’t create impact over time.

34

2 Comments

🌊 What's the Next Wave of A.I. Coming? 🌊 From building billion-dollar brands to pioneering the world of A.I. agents, meet Maddie Bell ⚡️💬🗓️.   Headquartered in Cincinnati, Ohio, Maddie is the CEO and Founder of Scheduler AI, a patented, fully autonomous A.I. agent that instantly connects businesses with their best prospects and customers. Maddie's many accomplishments include earning Procter & Gamble's “Lifetime Achievement Award” in digital innovation.   In today's episode, you'll hear how Maddie thinks about the different waves of A.I. we're experiencing, from the initial ChatGPT moment to the current phase of A.I. integration into existing software and the upcoming rise of A.I. agents. We also discuss the implications and opportunities of this technology, how to evaluate A.I. tools, how to automate processes and grow businesses, and the importance of responsible A.I. development. Why will buying technology tools feel a lot more like hiring people in the future? Listen in to find out: https://lnkd.in/gFbyY3xG Creativity Squared #CreativitySquared #CincyAI #CincyAIWeek Cincy AI Week #BusinessAutomation #DigitalCreativity #ArtificialIntelligence #FutureOfWork #ArtificialIntelligenceTechnology #AIAgents #AI #AInews #Workflows

11

1 Comment

For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

2

Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

14

3 Comments

The need to crafting an integrated marketing approach may sound straightforward, but executing it can be challenging especially in larger organization. In many circumstances, companies prioritize short-term gains over long-term sustainability. Having navigated diverse corporate landscapes, I've learned that developing a robust integrated marketing strategy demands meticulous planning, collaborative partnerships across departments, and a shift in mindset from individual channel victories to overarching marketing ROI. A recent article featuring J.M. Smuckers' CMO, Gail Hollander, resonated deeply with me. She spearheaded initiatives to revitalize iconic brands like Jif and Meow Mix. Hollander emphasized the importance of integrated teams devoid of silos, where every facet, be it media, data, or social, seamlessly intertwines. This holistic approach fosters synergy, ensuring that the business thrives today while safeguarding brand vitality for tomorrow. #integratedmarketing #CPGmarketing #brandmarketing

10

1 Comment

One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

1

Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

28

1 Comment

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

15

6 Comments

OMG. Can't wait. The 12th episode of Beer Stories for Private Equity drops tomorrow, featuring Amy Silverstein of e2p in Chicago. The nugget below is from the last few minutes, but really captures how this firm thinks and acts, what they prioritize (and why) at the portfolio company level. #brand #privateequity #humancapital #valuecreation #getfiredup

17

3 Comments

How important is content in CPG? Right now, I could argue it's one of the most crucial areas a business should focus on. It's as important as the CEO, COO, and CFO roles. PepsiCo recently hired a CCO, a Chief Creative Officer. This newly created role oversees creative but, more importantly, CONTENT. The CCO said on stage yesterday at Collision that Pepsi will be a media empire in the coming months and years. What does this mean for SMBs, and how should you be thinking about content? 1. Be the CCO. Put that hat on, and if you don't have the skill set, outsource it early on. Act as the leader, not the content producer, unless that's your skill set. 2. Partner with a team. If content creation isn't your strength, collaborate with a team that can produce content at scale across different platforms/retailers. Allow that team to operate as if they are an internal team. This is the model we encourage and execute at GreenFresh . 3. Lead with video. Our entire strategy at GreenFresh moving forward is to lead with video and work backward. Listening to this panel, what struck me was Pepsi's team setup. They have a brand team, a content team in-house, and an outsourced content and ad team. Even with all these resources, they still outsource and value an agency model.

34

3 Comments

The future of commerce is dependent on more meaningful experiences and messages. Precision audience segments and addressable media have become critical for success. This week at the Path to Purchase Institute’s #FutureForward conference, I had the privilege of joining Shobha Kansal from Kraft Heinz to delve into how leading brands are leveraging purchase data and first-party signals to predict trends, create relevant messaging, and chart a path to sustained growth. Here are 5 key insights from our discussion:   1️⃣ Consumers are segmenting into more nuanced categories such as good, better, best, premium, and ultra-premium.   2️⃣ Combining brand intel with retail data provides brands with holistic insights—like understanding new, lapsed, and never buyers—and enables the creation of tailored growth models for relevant and personalized content.   3️⃣ Partnering with retailers helps CPGs identify growth segments and utilize retail touchpoints to effectively reach audiences.   4️⃣ Making retail data accessible across different teams enhances decision-making and ensures everyone speaks the same "data language."   5️⃣ Understanding how different shopper groups use media in their omnichannel purchases allows for personalized and effective marketing strategies. Thanks to everyone at the Path to Purchase Institute for hosting another great event! #Retail #Omnichannel #RetailMedia #krogerprecisionmarketing #FutureForward

95

5 Comments

As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

5

💰Capitalism is complicated 🤑 It’s expanded economic opportunity for a variety of groups, but it also serves a system of oppression in itself. Now, more than ever before in capitalist history, consumer buying power is more diverse as communities of color are looking to engage with brands that make them feel seen, heard and valued. And they are ready to intentionally make choices of where NOT to spend their money when they don’t see themselves included in a brand's marketing. Whatever you believe the role of government should be in supporting communities, corporations do have a place and responsibility to the constituents, customers, stakeholders and importantly the employees they serve. Corporations that prioritize #culturalcompetency, not just diversity, will lead financial performance, consumer loyalty, employee satisfaction and corporate brand reputation. ++++++ Hi 👋🏽 I’m Mariam, founder of Chatterbox Consulting, an #inclusivemarketing and communications consultancy for brands who won’t keep quiet. I specialize in helping brands create business impact, build communities and drive engagement by authentically centering, celebrating, and serving the needs of underrepresented audiences. 💌Reach out & #LetsChat about how to evaluate and create culturally competent content and campaigns for your brand.

14

Great Article... "Share of Culture" versus "Share of Voice" "Brands can establish processes and programs aimed at serving the unique needs of individual customers via the social media channels they prefer" Engage consumer where THEY are and listen with intent!! Then amplify what connects through paid channels = authentic connects + optimizes paid media!! #BrandStrategy #ConusmerInsights #voiceoftheconsumer #insights #mrx #consumerbehavior

1