The List

06/12/2023

DE&I has been part of The List’s DNA from the very beginning, from the core makeup of its membership, to its advocacy for equitable parental and family leave, to its mission to help mid-career marketing professionals of diverse and under-represented backgrounds climb the ladder.⁣
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In our latest installment of 𝐓𝐡𝐞 𝐌𝐨𝐝𝐞𝐫𝐧 𝐂𝐌𝐎 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤, we're sharing some hard truths about why de-emphasizing DE&I initiatives is short-sighted and fiscally irresponsible. ⁣
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Read more in Ad Age: https://adage.com/article/list/making-business-case-dei/2531346

Meta

28/11/2023

In marketing and advertising, sometimes the biggest ideas mean taking even bigger risks.

And there's a lot of pressure and anxiety that comes with that for today's CMOs.

What's more, that risk is usually imbalanced, with the CMOs assuming the bulk of the responsibility and blame.

Learn more about navigating a high-risk era in our latest installment of The Modern CMO Playbook here: https://adage.com/article/list/why-advertising-needs-modern-cmo-playbook-navigate-age-disruption/2515451

Pictured: List member Kerry McKibbon at this year’s The List Welcome Breakfast, hosted by Meta

22/11/2023

In this video, Ad Age List member Matt Withington, Sr. Director of Marketing, Head of Truly Hard Seltzer & Emerging Brands at Boston Beer Company, emphasizes the importance of "not thinking about the profit before the person."

Take a listen as he breaks down the importance of looking past consumer metrics to understand the human complexity of target audiences at The Female Quotient Equality Lounge during this year's Advertising Week.

ICYMI, check out the latest installment of The List’s Modern CMO Playbook here: https://adage.com/article/list/why-advertising-needs-modern-cmo-playbook-navigate-age-disruption/2515451

14/11/2023

Marketing should not operate in isolation. For true ROI, long-term marketing investment should serve as a unifying force that bridges different functions or departments within a company. In our latest installment of The Modern CMO Playbook on Ad Age, List member Willie Jackson, executive VP and director at Starcom, highlighted the significant potential for cross-functional collaboration.

Read the full article and let us know your thoughts below!
https://adage.com/article/marketing-news-strategy/navigating-creativity-age-risk/2525336

07/11/2023

The challenges CMOs face today cannot be understated. At this year's Advertising Week The Female Quotient Equality Lounge, List member and Chief Strategy Officer of Wunderman Thompson Ellie Bamford expertly defined the crux of the increasingly pressing demands on brands.

For more thought leadership on navigating creativity in an age of risk, check out the latest installment of The List's Modern CMO Playbook: https://adage.com/article/marketing-news-strategy/navigating-creativity-age-risk/2525336

06/11/2023

Will we see you at the Ad Age Business of Brand Summit this week?! 👀⁣
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We're so excited that this year's amazing lineup of speakers will include The List 2023’s own Jenna Berg, The List 2021’s Lindsey Slaby and The List 2019’s George Felix.
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These industry thought leaders and others will be diving into the marketing strategies that drive loyalty and grow business. ⁣
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Register here: https://www.adageevents.com/event/bdfe36ed-0c06-47c5-962c-9a0218dbdcf5/websitePage:ef13750f-f187-41a8-b011-2c6c5a986b7cc

On November 8 and 9 Ad Age Business of Brands examines how the business of brands is changing and what role marketing plays in its evolution.

03/11/2023

"The safest ads often go unnoticed, and this is the real, often overlooked risk—that we play it safe, go unnoticed and our resources go to waste. Knowing your brand—which you may not if you have only been focused on the short-term versus long-term viability—will allow creativity to come from a place of a firm brand foundation.” -Matt Withington, senior director of marketing at Boston Beer Company
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With risk comes the unknown—one of the trickiest parts of a marketer's job. But when we try to skirt the unknown by playing it safe and predictable, we run the greatest risk of not standing out at all. To stand out in an era of calculated moves, minced words and high emotions, sometimes the unchartered risk is the one worth taking.

Read more from our List members about why marketing executives should lean on their creativity in challenging times: https://adage.com/article/marketing-news-strategy/navigating-creativity-age-risk/2525336
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01/11/2023

Making magic in marketing is the aspirational combination of two key ingredients: creativity and results. 🪄

But with growing economic pressures and a more divisive social climate than ever, one of these ingredients is more likely to be left out. In our second installment of "The Modern CMO Playbook" in Ad Age, our List members offer their expertise for navigating a high-risk era like the one we're in now and coming out on the other side with a robust marketing strategy that exceeds expectations and goals.

Read our latest in Ad Age: https://adage.com/article/marketing-news-strategy/navigating-creativity-age-risk/2525336

A special thank you to our contributors from The List:
Obele Brown-West, President of Tracer
W. Joe DeMiero, Universal McCann
Willie Jackson, Starcom
Judith Carr-Rodriguez, Fig
Matt Withington, The Boston Beer Company

27/10/2023

In 2020, The List proudly launched —a pilot program aimed at mentoring early to mid-career professionals of diverse backgrounds, including those from the LGBTQ+ and disability communities, to address the retention problem in the industry.

Last year, we doubled the number of mentees and mentors in the Generation Next mentorship program, recruiting colleagues and allies in the industry and outside of The List to join as mentors. Our partnership with organizations like 3AF, MLT, the Hispanic Marketing Council (HMC), Color Vision, Asians in Advertising, the Commercial Directors Diversity Program (CDDP), the Marcus Graham Project (MGP), P.O.C.C., Do the WeRQ and Future Now Media Foundation helped us to expand our reach to connect with a wider network of mentee candidates. Year over year, these mentorships have created lasting bonds among mentor-mentee pairings, some even resulting in professional collaborations, continued mentorship and transformative career opportunities.

Happy !

25/10/2023

Creative industries look a little different now than they did 10, 5, even 2 years ago. ⁣
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As the world evolves, creative professionals have to evolve with it—but that comes with challenges. ⁣
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Obele Brown-West, president of Tracer and List member, spoke to some of these challenges at in the The Female Quotient Equality Lounge. ⁣
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Catch the whole conversation: https://www.youtube.com/watch?v=10URYMY8Skc&ab_channel=TheFemaleQuotient
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19/10/2023

Another in the books, and what a week it was! 🤩

The List had the honor of hosting a panel in The Female Quotient's Equality Lounge to bring this year's mission to a public forum—The Modern CMO Playbook for Successfully Navigating the Age of Disruption. Our expert panel of marketing leaders and List members dove deep into timely discussions about the future of the marketing industry in times of uncertainty. Before the panel, The List also gathered for breakfast to continue our work creating The Modern CMO Playbook itself (more to come on that soon!).

In case you missed Tuesday's panel, watch the full discussion here: https://www.youtube.com/live/10URYMY8Skc?si=UMF2pT8LaO4_6f3P

11/10/2023

𝐓𝐡𝐞 𝐋𝐢𝐬𝐭 𝐢𝐬 𝐛𝐚𝐜𝐤 𝐟𝐨𝐫 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐖𝐞𝐞𝐤 𝟐𝟎𝟐𝟑! 💥 We are thrilled to join The Female Quotient's Equality Lounge once again for a candid conversation about the state of the CMO.

During our session, "The Modern CMO Playbook for Successfully Navigating the Age of Disruption," our expert panel of industry thought leaders and List members will explore how we can navigate this age of continual disruption and how marketing and creativity can future-proof the crises that lie ahead. Swipe to see our lineup of speakers and head to the link below to RSVP to join us virtually or in person!

https://thefemalequotient.equalitylounge.com/advertisingweek23rsvp

05/10/2023

As The List has set its sights this year on the future of the CMO, we'd be remiss not to talk about the one thing that could change the industry as we know it: Artificial Intelligence.

According to a new survey by Accenture, roughly 80% of chief marketing officers are planning to increase their organization's spending on AI and data for 2024, up 57% from last year. Many fear advancements like generative AI could replace human talent, but the truth is AI will only enhance our capabilities. Combining this rapidly evolving technology with human creativity, empathy and skill can open up countless avenues of opportunity to improve customer service operations, streamline productivity and optimize marketing strategy.

Do you think AI is the future of the marketing and advertising industry? Weigh in below. ⬇️

Read more in Ad Age.

Roughly 80% of CMOs are planning to increase their organization’s spending in AI and data for 2024, according to Accenture study.

27/09/2023

Raise your hand if you believe in the power of marketing, human creativity and innovation! 👋 ⁣
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ICYMI, get to know this year's members of The List, and their mission to address some of the biggest challenges in the marketing and advertising industry.

https://adage.com/article/list/ad-age-and-meta-present-list-2023/2507481

20/09/2023

In times of uncertainty, it's easy to look to numbers for assurance. But often, KPIs and vanity metrics don't tell the full story. For the launch of our newest initiative, "The Modern CMO Playbook" on Ad Age, List member and CEO & Partner of FIG Judith Carr-Rodriguez weighed in on why we need to look beyond numbers to truly understand our impact.

Read more about the state of the CMO and how we plan to aid leaders in articulating and tackling the realities of the market in Ad Age.


https://adage.com/article/list/why-advertising-needs-modern-cmo-playbook-navigate-age-disruption/2515451

14/09/2023

Change is the only true constant in the world of marketing and advertising—and chief marketing officers are often at the helm, responsible for navigating these challenging, ever-changing landscapes. ⁣
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With a mission to address the most pressing issues facing the advertising industry, and prove that marketing and creativity can drive growth for brands during a down economy, The List introduces “The Modern CMO Playbook.”⁣
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A monthly installment on Ad Age’s Publishing Partner platform and The List’s vertical, the Playbook is a thought leadership series leveraging the expertise of List members past and present to offer top-line industry observations, challenges and solutions to aid leaders in articulating the realities of the market.⁣
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Starting next month, each installment of the Playbook will offer deep dives on three pillars that address major industry disruptors now and in the years ahead.
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Learn more about the series: https://adage.com/article/list/why-advertising-needs-modern-cmo-playbook-navigate-age-disruption/2515451

13/09/2023

Creativity gives marketing meaning. If not for the creativity of the minds behind marketing, we couldn't tap into its unique ability to capture and reflect the originality of each person who experiences the stories we tell. Our creativity is our power, and we can change the world with that power.

30/08/2023

When you love something, you work at it. ⁣
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The List is comprised of some of the brightest and most passionate leaders in the marketing and advertising industries—but their mission? ⁣
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𝐈𝐦𝐩𝐫𝐨𝐯𝐞 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐢𝐞𝐬.⁣
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We know marketing and creativity can drive growth for brands during a down economy—but there are things that need to change and improve to achieve that growth.⁣
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This year, The List will produce four thought leadership articles focusing on the greatest challenges facing the industry using Ad Age Studio 30's Publishing Partner platform. ⁣
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Stay close for more from The List class of 2023.
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