Pulse Report 8.26.24 

The Setup Pulse: Trends CMOs Need to Know Right Now

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on.

Read about what’s being talked about this week!

 

Pitch it to the Limit

At the Ad Age Small Agency Conference last month, conversations circulated around making a stronger pitch. Christy Cross, the SVP, Head of Growth at Trade School, wrote in a recap post, “‘No spec creative’ is like ‘No gifts please.’ The host will always accept the bottle of wine you bring.” Does providing spec work make you more competitive? It’s a lot of time + money. Should it be the expectation?

 

Catch up on Ketchup Ads

Heinz launched its first-ever global marketing campaign with Wieden + Kennedy. “It Has To Be Heinz,” led to conversations around the absurdity + authenticity of the ads. Not only are there more conversations about the ketchup we know + love, but there are conversations circulating around their advertising tactics. Is Heinz breaking rules? …Is it working?

 

Branding Politics

Wide Eye Founder and Creative Director, Ben Ostrower, shares his take on how his team helped revamp the DNC. Talk about a purposeful + quick pivot. What can marketers take away from this adaptability + energy?

 

New + Noteworthy

Very Demure, Very Mindful

TikTok has done it again. A 40 second video by influencer Jools Lebron describing herself as considerate + modest has been amplified with over 40,000 videos using the same sound. People are losing their minds making memes with hilarious commentary on what it means to be “mindful,” + are now using the term “demure” in everyday conversation. The impact has brought more exposure + finances to the original user + new slang. Proof that you can go viral + make an impact by being yourself. 

 

Ad Of The Week

Marketing best practices talk a lot about repurposing content, seizing the moment + optimizing on what works. A few months ago, Target took all these best practices to launch a campaign for Target Circle Week using Kristen Wiig’s iconic SNL Target Lady. Capitalizing on nostalgia + a character who was a cultural icon builds hype + conversation around a new campaign. 

 
 

Come back soon for the next “Setup Pulse” where we give you quick trend and campaign reports! If you want more in-depth industry content, including interviews by CMOs and Marketing Executives, subscribe to our Newsletter below!

Blog
Why Valuing Clients + Your Team Pays Off Big
Why Valuing Clients + Your Team Pays Off Big

Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!

CMO Spotlight | Ben Boyd - Chobani
CMO Spotlight | Ben Boyd - Chobani

Setup CEO + Founder, Joe Koufman, spoke with Ben Boyd, the Chief Communications Officer at Chobani, about designing your own career path, the importance of empathy and understanding as a leader, and more.

Pulse Report 10.21.24 
Pulse Report 10.21.24 

Welcome to the Setup Pulse for Brands + Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about tech-savvy Brands, Heinz's misstep, the Marketing Relationship Survey results, and more.

‘Tis the Holiday Season to Gather... and Build Brand Loyalty
‘Tis the Holiday Season to Gather... and Build Brand Loyalty

The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?

How Data-Driven Decision Making Transforms Agency-Client Partnerships
How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more. 

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable
The Case of “Dark Socials” - Tracking the Untraceable

The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

Travel and Hospitality Marketing: Prioritizing the Customer Experience
Travel and Hospitality Marketing: Prioritizing the Customer Experience

The fluctuating economy leading to job and spending uncertainty, shifts consumer preferences in ways that significantly impact marketing strategies - especially in Travel and Hospitality. To stay ahead, Brands need to rethink how to engage with customers to maintain their loyalty and their business. Here are some strategies to keep in mind as marketers prepare for the holiday season and approach 2025.

6 Tips to Maximize Your Marketing Budget
6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive. 

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget. 

Pulse Report 9.16.24 
Pulse Report 9.16.24 

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Client team layoffs + increased budgets for Agencies, sprint models, football season + more...

It’s Giving… Marketing to Gen Z
It’s Giving… Marketing to Gen Z

Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce. 

Gen Z is a big deal, and marketers need to pay attention.

What Marketers Need to Know About the Next Generation: Gen Alpha 
What Marketers Need to Know About the Next Generation: Gen Alpha 

Although Generation Alpha is not yet old enough to be purchasing leaders, this tech-savvy generation was the first born into a digitally established world, and their influence may cause marketers to change priorities and adapt to new tactics. 

Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?
Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?

Many Agencies focus on B2C tactics but could be missing out on untapped B2B opportunities. Learn how you can apply the same powerful B2B strategies you use for Clients to fuel your Agency’s growth.

Pulse Report 8.26.24 
Pulse Report 8.26.24 

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about being ~demure~, Heinz's standout ads, the DNC branding + more...

The Expert’s Irony: Are Agencies Losing Their Own Game?
The Expert’s Irony: Are Agencies Losing Their Own Game?

Agencies excel at helping businesses grow, but many fail to apply their own successful strategies internally. Explore why Agencies often struggle with their own growth and how to change that.

CMO Spotlight | Trish Nettleship - NCR Voyix
CMO Spotlight | Trish Nettleship - NCR Voyix

Setup CEO + Founder, Joe Koufman, spoke with Trish Nettleship, the Chief Marketing Officer at NCR Voyix, about understanding your “why,” the power of relationships and listening, passion, and more. 

Talk the Talk: Mastering Workplace Communication + Collaboration
Talk the Talk: Mastering Workplace Communication + Collaboration

People overall are not feeling heard or understood. When that happens, team members don’t feel valued, and they usually leave a place of employment or end a partnership. We provide suggestions to improve culture, collaboration, and communication for marketing leaders, including our Team Building service.

The Good, The Bad, and The Mediocre: 2024 Cannes Lions
The Good, The Bad, and The Mediocre: 2024 Cannes Lions

Setup’s Manager of Strategic Partnerships listed his favorite Cannes Lions campaigns from Coca-Cola to Pop-Tarts and more, and the takeaways for marketers.

CMO Spotlight | Dan Csont - Corpay
CMO Spotlight | Dan Csont - Corpay

Setup CEO + Founder, Joe Koufman, spoke with Dan Csont, the EVP & Chief Marketing Officer at Corpay, about leveraging every opportunity to gain experience in your career, the evolution of U2, the power of understanding people as a leader, and more. 

5 Ad Campaigns that Inspire Change
5 Ad Campaigns that Inspire Change

Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own. 

Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good. 

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

Setup Pulse 7.8.24
Setup Pulse 7.8.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about TikTok influencer marketing, AI + humans team up, the strength of paid media, and more…

A Marketer’s Career Journey: Transitioning from Agency to Client-Side Marketing
A Marketer’s Career Journey: Transitioning from Agency to Client-Side Marketing

Navigating the marketing industry often leads professionals to stick to either the Agency or Brand side, potentially limiting their growth opportunities. In our series, we delve into the experiences of marketers who have made the jump from one side to the other. Building on our previous exploration of transitioning from Client to Agency-side marketing, this time we interviewed Allison Turner, who has transitioned from Agency roles to becoming the Marketing Copy Manager at Floor & Decor on the Client side.

This journey highlights how working on both sides can enhance a marketer's skills and adaptability, making them more equipped to handle diverse tasks and challenges.

The Setup Pulse: Trends CMOs Need to Know Right Now
The Setup Pulse: Trends CMOs Need to Know Right Now

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about trade shows, sustainability, creativity, OpenAI partnerships, and more…

CMO Spotlight | Mika Yamamoto - Freshworks
CMO Spotlight | Mika Yamamoto - Freshworks

Setup President, Amanda Thompson, spoke with Mika Yamamoto, the Chief Customer and Marketing Officer at Freshworks, about the power of perseverance and believing in yourself, Warby Parker’s tactful and intentional experiential marketing, the importance of listening to your team for campaign input and success, and more. 

The Broken Agency Search Model: How to Make It Right
The Broken Agency Search Model: How to Make It Right

Traditional Agency searches are often long and expensive, involving high fees and months of vetting. Discover how Setup simplifies the process, delivering highly qualified Agencies in just a week—at no cost to the Client.

A Marketer’s Career Journey: Transitioning from Client to Agency-Side Marketing
A Marketer’s Career Journey: Transitioning from Client to Agency-Side Marketing

Transitioning from Brand-side to Agency-side marketing can be both rewarding and challenging for marketing leaders. This shift offers unique opportunities to enhance strategic thinking, creativity, and versatility while navigating the fast-paced dynamics of managing multiple Clients. Drawing on insights from marketing experts like Cami Albrecht and Elaine Fowler of Sagepath Reply, this blog provides essential advice for successfully making the switch and leveraging the benefits of both career paths.

5 Client-Side Marketing Challenges
5 Client-Side Marketing Challenges

Each year, we conduct the Marketing Relationship Survey with both Client-side and Agency-side marketers to uncover the latest insights on marketing challenges, innovative solutions, and industry preferences. This allows us to identify key marketing gaps and provide strategic solutions that simplify and enhance marketers' efforts. Reach about last year’s Marketing Relationship Survey. 

What challenges are Clients currently facing alongside their agency partners in 2024?

CMO Spotlight | DeLu Jackson - ADT
CMO Spotlight | DeLu Jackson - ADT

Setup CEO + Founder, Joe Koufman, spoke with DeLu Jackson, the EVP and Chief Marketing Officer of ADT, about the power of collaboration, harnessing different communication styles, Apple’s innovation, and more.

What Challenges do Agency-side Marketers Face?
What Challenges do Agency-side Marketers Face?

Agency leaders and marketers in general are dealing with worldwide challenges like adapting to and adopting advanced technology and social platforms, budget constraints and showcasing marketing’s ROI, and navigating data privacy changes. 

The 2023 Marketing Relationship Survey revealed that Delivery and Business Development remained a key challenge for Agency-side marketing leaders in the last year. 

Setup Pulse - 5.13.24
Setup Pulse - 5.13.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the the guts it takes to start a marketing agency, Gen Z spending, AI beer, data privacy, and more…

CMO Spotlight | Rich Honiball - NEXCOM
CMO Spotlight | Rich Honiball - NEXCOM

Setup CEO + Founder, Joe Koufman, spoke with Rich Honiball,  the EVP and the Global Chief Merchandising and Marketing Officer for the Navy Exchange Service Command (which is also known as NEXCOM), about the power of taking risks and failing, true authenticity in a brand, and the importance of curiosity.

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