Winning Plays For Achieving Your Goals

Delta Lines CMCO Shares A Flight Plan for Uncertain Times

“It isn’t altruism; it’s no doubt commercialism. People will choose brands that best reflect their values.” -Tim on Sustainability

Tim Mapes, CMCO of Delta Air Lines has evolved his role many times over his 29 years with the company. Most recently, bringing Marketing and Communications together onto one team. As Tim said, it is just as important to think about branding from the inside as it is on the outside. Tune in to hear how Tim and the 75,000 Delta employees in 60 countries look to their own flight plan, using their core values as beacons to pull forward D&I, sustainability and a values-first mindset. Tim also shares how he ascended to the role of CMO and why he (like Lin-Manuel Miranda) thinks he “didn’t dream big enough.”

General Mills and PepsiCo Marketing Leaders Share Winning Plays to Drive Growth

After the pandemic hit, General Mills CBO Brad Hiranaga realized that the CPG giant had to support consumers in a deeper way. He was the first marketer at Outlook to give us a special preview of his CMO ReBoot Playbook, focusing on the role of a marketer leading a brand’s growth ambition.

He was followed by Greg Lyons, CMO of PepsiCo Beverages North America, with his play on getting closer to consumers through in-house data. Catch a preview of their winning plays here and be sure to keep a lookout for their full plays being published as part of the CMO ReBoot Playbooks in early February.

Jacksonville Jaguars' Julian Duncan Presents Play on How to Drive Systemic Change

Julian Duncan, Jacksonville Jaguars CMO & SVP of Social Responsibility & Impact, then continued the Outlook 2021 momentum on the field with his play on leading social responsibility for your organization. “Move with intention: listen to your constituents, be direct and authentic in your position. Act with purpose.” Julian noted that getting to such significant momentum requires more than one step—check out a preview of his play here.

Beyond the Buzzwords, Sustainability in Marketing Demands Consistency

United Nations’ Outreach Division Director, Maher Nasser, spoke to Adweek senior editor T.L. Stanley at Outlook 2021 to describe how brands can play a meaningful role and how competitors can put aside differences for the greater good.

Arancha Cordero, Chief Growth Officer of Danone Waters, also shared an inspiring play on ‘Sustainability as a Driver for Growth’ which will publish when the playbooks are released in early Feb.

Maher then provided a few welcome remarks for Adweek’s first-ever Sustainability Symposium where top marketing and sustainability officers from brands like PepsiCo, Visa and Anheuser-Busch and The Estee Lauder Companies gathered in a closed-door forum to discuss challenges and collaborate on ideas for a better way forward.

In a World of Uncertain Circumstances, Agility Will Always Triumph Over Speed

What does it mean to be truly agile? Lisa Joy Rosner, SVP of Brand & Digital at Oracle, and her team took the approach of putting in “stop gaps” for an interim solution. Meanwhile, Thomas Ranese, Uber’s VP of Global Marketing, refreshed existing products to tend to immediate consumer needs. TJ Abrams, CMO of EXOS, reminded us of the different processes that can empower your team to be agile. Check out the full masterclass here.

Leveraging Data to Optimize the Omnichannel Experience

How do you improve the modern omnichannel experience while maintaining consumer trust? Derek Wise, Chief Product Officer at Oracle Data Cloud, recommends looking at the consumer’s entire media ecosystem. Jodie Antypas, EA’s VP of Global Analytics and Insights, recommends “peeling the onion back” on consumer behavior while Josh Cole, CMO of Sky Zone, offered critical personalization case studies. In this masterclass, learn from these 3 top marketers on their data-driven strategies tailored to fit consumers’ ever-evolving needs.

More Inspiration In Case You Missed It

Verizon Chief Diversity Officer on Her Unique Role to Shape the Future

The year 2020 called for a more level playing field for everyone. But Magda Yrizarry has been on this mission for decades. Find out more about Magda’s DEI efforts in and outside of Verizon’s walls and what inspires her to create a more level playing field for all.

How Google’s Head of Brand Accessibility Drives Change for the Disabled Community by Showing Up

“I would not have been able to have made such an impact without telling the world about my struggles and successes.” Speaking from her own personal experience of presenting at the UN, the White House, and Capitol Hill, KR Liu's decision to be vocal and educate others about her disabilities has inspired her career to turn from tech to accessibility. In an industry where less than 2% of media represents people with disabilities, KR shares how her role at Google is empowering the voice of millions from the disabled community and why more marketers should champion deep compassion and understanding of others.

Stay Tuned for More Winning Plays

Coming in early Feb, we’re releasing the first phase of winning plays from top CMOs to help marketers succeed in 2021 and beyond. Subscribe to Adweek’s Inside the Brand newsletter to be among the first to know when the plays are published and feel free to reach out to us at insidethebrand@adweek.com with any thoughts or questions.

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