“There’s also an important perspective that comes from being on the ground and interacting with people on a daily basis. I realized that even when you have the data, anecdotal is not a bad word when the intuition driving it is based on experience.”

“Customers, too, are aware of brand values and ethical considerations. When messages are displayed in brand-safe environments, consumers are more likely to trust the brand, and such trust is essential for building long-term relationships with consumers.”

“I hope and believe that in the coming year, positive advertising that drives stories will emerge because there is a great hunger for something not divisive.”

“As a brand manager, if you find a creator that aligns with who your brand is or who you want it to be, I think the next step is giving them your product and letting them use it for a few months instead of just handing them a check and jumping into a relationship. Let them become a fan.”

“At some point, I became obsessed with the idea that every new form of media that was coming out was about putting the end user in control of the information flow rather than the distributors and creators of information. It was quickly becoming clear that when people are empowered, they choose not to interact with advertising in its intrusive and interruptive forms.”

“Mental health issues, stress, and turnover are costing businesses trillions of dollars.”

“We still have this built-in fatphobia in our society and negative attitudes around bigger people that keep getting perpetuated. I want to help companies fight this not just in their marketing to customers but also internally by creating a company culture where employees of all sizes feel welcome.”

“One thing is crystal clear – it is time for Programmatic 3.0. The future of programmatic marketing is a system that reaches real humans at reasonable prices for better results. And how will brands know this? Because, above all, it will be completely transparent.”

“When we dug a little deeper, we learned that the majority of consumers had a universal hate affair with the current offerings, which meant that this category was ready to be disrupted.”

Being part of an organization that is disrupting and changing industries is very exciting. I know this may sound like an old cliché, but I feel like I’m doing something in my career with great purpose, and this is a real motivator for me.

Our brand is very much rooted in the idea of creating a North American version of the global game. It’s about celebrating the things that make MLS different than other sports in this country and also different than international soccer. We’re remixing it and making our own version, but it’s really a fan-led movement.

“It’s about balance and diversifying your audiences — so even within one company—get as many different types of funnel experiences as possible, then there is nothing you can’t tackle as long as you understand the customer.”

“Some of the most active audiences are young women, and there is data showing that investment in sport is good business.”

This journey showed the importance of leveraging data and combining it with consumer insights and thinking – you win when you add value to the consumer.

We set out to build a content-first pharmaceutical company that would change the narrative. We built this because there’s a need and because we believe that if you make truly personal, positive connections between women and healthcare, everybody is better off.

People don't want to be lectured about what they need to buy or how they need to buy it; they want a story and have the information wrapped somewhere in that story.

The Continuum recently sat down with Mari Kim to talk about her career, the intersection of advertising and technology, as well as her thoughts on this year’s Cannes Lions Festival and the future of Performance Marketing.

Purpose is not an isolated idea or a marketing tactic. It is an everything tool, an ideology that can and should guide and inspire everything your brand does — from your organization’s culture of your organization to sustainability initiatives.

The CMO of HoMedics shares her full-funnel approach to evolving the respected consumer product company into a true lifestyle brand.

Andrew Strickman has built his career on storytelling. While he knows the term is both overused and ill-defined these days, he began his career in journalism where he developed narrative instincts that he continued to use after segueing into the nascent digital world.