CMOS

Woman in the White House C-Suite, By Sheryl Crow

Did you know that 52% of top marketer positions are now held by women, up from 47% in 2019, and 45% in 2018? This week, that percentage got a little bit bigger.

• Ogilvy poached former McCann exec Devika Bulchandani and named her North America CEO. 
• Audi named PR pro Tara Rush as its new CMO, making her the automaker’s first female CMO.

Queen of PR

It’s not every day that you see a PR expert move into a CMO role, but Tara Rush’s recent appointment could prove it should happen more often. 

• Starting December 1, Rush will oversee all U.S. marketing efforts, including making the call on whether to do a Super Bowl commercial next year. 
• Past glitzy PR roles include serving as Audi’s chief communications officer, chief corporate affairs officer for Heineken USA, and more. 

Rush’s boss on Rush: “Tara is not only an experienced brand expert, she is an exceptional leader with a passion for driving meaningful change,” Daniel Weissland, president of Audi of America, said in a statement. “Her mix of external experience and proven internal track record—coupled with her strategic and bold decision-making—are a great fit for this role.”

Coronation

By now you probably know most top marketers like to keep a pretty short tenure, following the “move out to move up” adage that’s become a staple of the industry. Devika Bulchandani is not that marketer.  

• Bulchandani served as McCann’s North America president, working at the company for—wait for it—26 years.
• So it’s a pretty big deal that she’s making the jump to Ogilvy to become the agency’s North America CEO and global chairwoman of advertising.

Why the move? “Bulchandani noted that she was going through an ‘existential reckoning,’ in that the entirety of her career would have been at one agency. That notion made her ‘soul and ears open for a leap,’” per Adweek. I like her already. 

Looking ahead: It’s important to remember that, despite more female marketers in the C-suite, the work isn’t over. As of early 2020, the marketing profession had an overall mean gender pay gap for full-time workers of 28%, per Marketing Week’s 2020 Career and Salary Survey.

AD TECH

Who Needs Cookies Anyway?

Goodbye third party cookies, hello...Nielsen ID resolution system? 

On Thursday, audience measurement mainstay Nielsen unveiled its new ID resolution system, yet another potential solution to the cookie's crumbling. 

It uses machine learning to process data from its panels, as well as from advertisers and publishers, to ensure that the individuals making up an ad’s audience are correctly measured across platforms and not duplicated. That data is then combed through using deep learning techniques to scale video measurement across media. 

Big picture: Mainak Mazumdar, chief data and research officer at Nielsen, told Ad Age that the process results in “a computational graph that allows us to link signals into a person.” 

Smooth operator: The Nielsen ID resolution system depends on other IDs. Specifically, it relies on demand-side ad platform The Trade Desk’s Unified ID 2.0, an email-based solution that lets Nielsen ID speak to its other platform and publisher measurement tools.

Looking ahead: Nielsen will collaborate with the MRC to lock in audience measurement standards before the ID system's Q1 2021 launch in the U.S.

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• The four steps to creating a customer journey
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STRATEGIES

Speaking of Cookies…

What follows is a tale of two cookies, aka how to make personalized marketing work for any size brand.

Oreo, the Mondelēz snack you’re 100% supposed to deconstruct before eating, recently began obtaining first-party data through personalization. 

• Through OreoID, cookie monsters can now personalize their Oreos online with different frostings, written messages, sprinkles, etc. 
• In return, Oreo gets more user data to prepare for when the third party cookie jar is empty. 

Funny Face Bakery: Funny Face has found a niche: sending celebrities cookies with their own faces on them. 

• While celeb “agents can’t ever guarantee the celeb will post about us, every time we’ve sent them, they’ve posted,” Funny Face Bakery founder Sarah Silverman told Marketing Brew.
• Not just any celebs, either. When Funny Face sent Kris Jenner cookies depicting her grandchildren, not only did she post, but Kim did too. 

That’s millions of followers in influencer marketing for the price of a postage stamp, all because of guerrilla personalization.

WHAT ELSE IS BREWING

• YouTube has begun inserting ads on non-partner videos, aka channels not able to share in its revenue. 
• Apple is cutting its app store fees in half for smaller companies. 
• BuzzFeed will acquire HuffPost in a deal with Verizon Media centered around content syndication.
• M&C Saatchi’s founders are stepping down after company accounting troubles. 

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FRENCH PRESS

Marketing tips to make you fancy 

Google Ads: Find out which Google Ads sizes you should be using and why. 

CMOs: Watch the most recent CMO Series episodes with Frank Cooper, CMO of BlackRock, and Dave Gerhardt, CMO of Privy.

E-commerce: My older siblings Halie and Ryan over at Retail Brew and Emerging Tech Brew, respectively, wrote about how emerging tech is powering the e-commerce boom. 

Gen Z: With 2020 almost (!) in the rearview mirror, check out these five social media marketing strategies to target Gen Z in 2021.

METRICS & MEDIA

Stat: Only 12% of top marketing positions are held by people of color, according to a recent ANA study.

Quote: “The great thing about gender equality is that it doesn’t mean that men have to lose for women to gain. The things that are good for women—like flexible working, fair pay and salary transparency—are also good for men.”—Tanya Joseph on Marketing Week’s 2020 Career and Salary Survey.  

Read: “Is the DTC Brand Aesthetic Bad for Business?” on Marketing Dive. If you have any opinions on this, hit reply and we can debate in the inbox.

ICYMI

Catch up on the top Marketing Brew stories from the last few editions.

• How to land a marketing job at a publisher
• What Grey and AKQA’s CEOs think of WPP’s latest merger
• What Twitter Fleets mean for marketers