Sales Lead: In May 2023, Stacy Taffet became the marketing SVP at PepsiCo. Taffet joined the company in September 2007 and was most recently the brand marketing SVP for its Frito-Lay brand. This promotion follows former CMO Rachel Ferdinando's 2022 promotion. We will, of course, let you know if and when we confirm whether or not Taffet has succeeded Ferdinando. The company will likely: ​​​​​​​Implement strategy shifts Keep increasing digital spend Conduct ag...

Sales lead: These recent hires signal the company will be more focused on marketing going forward.  Danessa Myricks Beauty (DMB) hired Tiffani Carter as, I believe, its first CMO in May 2023. Carter is responsible for performance marketing, communications, digital, and content.  She most recently served as marketing VP of Thrive Causemetics.  Additional recent hires: Olabisi Famakinwa joined as digital marketing director in December 2022. Famakinwa most recently ser...

Sales Lead: Bristol-Myers Squibb (BMS) recently selected IPG MediaBrands as its new media AOR, concluding a review that kicked off earlier this year. The hire replaces incumbent media AOR Havas. The shift consolidates BMS's D2C planning and buying "at an enterprise level to bring marketplace leverage that drives greater value and delivers media efficiencies, strengthen resource allocation and strategic planning, and enable rapid reporting to drive plan optimization while campaigns are...

Sales Lead: Tenneco just kicked off a top marketer search since Samantha Aviva departed. Since joining the company in April 2021, Aviva has handled the global brand strategy and creative development for Tenneco's 31 aftermarket auto part brands. She is now the CMO at Advance Auto Parts. The company will likely: ​​​​​​​Need additional marketing assistance in her absence Shift strategy Return to higher spend Seek new agency partners, especially once it finds a new CMO ...

Sales lead: Keep an eye on this company because these DM shifts will affect marketing strategy & may lead to agency hires.  Thrive Causemetics (TC) lost its top marketer, Tiffani Carter, in March 2023. Carter joined the company in 2021 as marketing VP and is now the CMO of Danessa Myricks Beauty.  She was responsible for performance marketing, influencer relations, PR, social media, creative, and digital.  We will be sure to update you if TC hires a new marketing VP. In other...

Media Sales Lead: Minute Maid (MM) is promoting its first-ever rebrand with a global campaign. The campaign is called "Filled with Life" and will run throughout 2023. It will be supported across TV, digital, OOH, online video, social media, and on-ground experiences. The media mix will vary market by market. The new packaging also has QR codes that will direct consumers to content and promotions. The brand worked with Jones Knowles Ritchie, Grey Group, VMLY&R, and Landor & Fitch on the rebran...

Sales lead: Reach out to offer ad space & to inquire about other agency opportunities. Buffalo Wild Wings (BWW) named Anomaly as creative AOR in May 2023. This replaces incumbent shop The Martin Agency, which won the account in 2018.  We predicted agency changes when we told you about BWW's new CMO, Tristan Meline, in February. Target demographic: Male Millennial & Gen-Z sports fans The company will likely: Release new creative work/launch an ad campaign Ramp digital...

Sales lead: This DM shift will affect the company's marketing strategy & agency roster.  Ben & Jerry's (B&J) promoted Dave Stever to CEO in May 2023.  Stever replaces Matthew McCarthy, who retired. Stever joined B&J in 2008 as CMO. We will be sure to update you once the company announces a replacement CMO. Target demographic: Millennials & Gen-Zers Once it hires a new CMO, the company will likely: Experiment with new ad channels Make changes to the agency roster ...

Sales lead: Reach out to the recently promoted CMO for more information about her plans.  Holland America (HA) promoted Kacy Cole to CMO in May 2023. Cole joined HA in 2021 as the eCommerce & Marketing VP. Prior to that, she served as LTK's marketing SVP. Cole is responsible for trade/consumer marketing and all guest touchpoints.  Target demographic: Millennial & Gen-X women The company will likely: Continue ramping up national TV spend Review the agency roster ...

Sales Lead: Lipton Iced Tea (LIT) is supporting the recent launch of its spiked tea with a new campaign. The campaign was made by Founders. The new beverage will face competition from brands such as Molson Coors, which will launch a hard iced tea later in 2023. The spiked tea is currently rolling out in select markets US and will go nationwide in 2024. The brand will likely: Shift strategy Ramp up spend to promote the new product Its parent company will likely seek ne...