Conference Edition | Oct. 2, 2019 | In our latest Trendline, we take a deep dive into the changing role of AI in marketing. Learn how companies like Walmart, JPMorgan Chase and L'Oréal are leveraging the latest AI marketing tech. Access » Marketing Dive Trendline | Editor's Note It was déjà vu last week as marketers crammed into the AMC Lincoln Square theater for Advertising Week New York. Just as the cozy venue was a repeat from last year's conference, so were many of the insights brands shared across a busy four days, with a focus on making marketing meaningful.
A need to break with the old way of doing things felt more pressing than ever as advertising aversion became a grim specter haunting several discussions. At times, it felt as though marketers were also failing to make progress on critical fronts, including empowering women. But there were also standout stories of how brands, from Chipotle to Marriott, have leveraged purpose and trendy channels to revitalize their business and engage new audiences.
Below, we've assembled new features that delve deeper into what mattered most to marketers this year, along with top stories from the showroom floor. We hope you enjoy, and as always, thanks for reading.
 Peter Adams
Reporter, Marketing Dive
Twitter | Email  Overheard at the show "You have to put your career at risk sometimes. If it was easy, everyone would be doing it.” – Fernando Machado, CMO, Burger King Event coverage Deep Dive Pointed comments kicked off the show and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok. Read More » |
Deep Dive A broader focus on propelling diversity in leadership could serve as an equalizer to break up the industry's boys' club. Read More » |
CMO Chris Brandt spoke about ignoring conventional turnaround wisdom to achieve a $1.2 billion revenue increase in three months. Read More » |
Ivan Pollard, who received flak in May for General Mills' RFP process, offered predictions around the gig economy and automation. Read More » |
"When I think about gaming, I think it's like the new 'Netflix and chill' for us. Grubhub and gaming go hand in hand," VP of Brand Marketing and Creative Jessica Burns said. Read More » |
Stripping away extraneous visuals and tactics while honoring a brand's heritage is key to not alienating loyal customers amid a refresh, executives said. Read More » |
Ahead of peak candy-buying season, executives shared how mobile can bring together media, distribution and customer insights. Read More » |
CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite. Read More » |
Loot boxes and immersive experiences helped the financial services marketer win over notoriously prickly gaming fans. Read More » |  Parting thought "The battle for the best creative minds in advertising will be won by the model that can attract and support the needs of the next generation — which is going to be more tech-savvy and nimble than advertising has ever seen." — John Elder, CEO, Deloitte Digital's Heat | |
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