From Dawn Hudson (CEO, The NFL)
“AI is going to be game changer for the NFL. We have to find the right uses and applications and those that do will have key first mover advantage.
Yet as much as marketing is changing, core fundamentals are consistent. Understand your current fan and how best to keep them engaged. Look to grow your audience and how best to draw them in.”
From Keith Weed (Chief Marketing & Communications Officer, Unilever)
Also, keeping Weed up at night are creativity related questions.
“To break through the clutter and get noticed has never been so hard,” says Weed.
“As a solution, Unilever is approaching brand stories differently by incorporating broader messages into its campaigns. Rather than list the product advantages, for instance, a Seventh Generation campaign features comedian Maya Rudolph singing a humorous jingle about chemicals in feminine products. People want to care about things rather than sell a product”, Weed explains.
Unilever is also experimenting with Amazon’s Alexa on voice messaging. “What does Hellmann’s mayonnaise sound like?” he wonders.
Full blog postings for all of the interviews are available on the ARF website.