AcroBabble – Going (Creatively) Digital – February 26, 2015

 In Archives, News

Going (Creatively) Digital

Real estate information purveyor Zillow debuted the fifth iteration of its national “Find Your Way Home” national ad campaign acrobabble-295x175during the Academy Awards telecast. It tells the story of a modern home search to show that “Searching for your next home is not a solo experience. We crave emotional support of others throughout the process…” said Amy Bohutinsky, Zillow Group CMO.

Also during the Oscars, Coldwell Banker Real Estate went to the dogs with a “sadvertising” commercial aimed at helping to find homes for 20,000 adoptable pooches in a partnership with Adopt-a-Pet.com. With more than 43 million U.S. households having dogs, there is no question that pets go hand-in-hand with love of home, says Sean Blankenship, Coldwell Banker’s CMO.

If your target audience is Millennials, go totally digital. That’s the mantra at Estee Lauder’s Origins, whose digital campaign for its new Skin Renewal Serum is designed to communicate that it’s never too early to worry about wrinkles. “There’s a moment for a woman in her twenties where she looks in the mirror and realizes that something’s just not right. That’s where we want to be,” says Mark Ferdman, VP of global consumer engagement.

 

C-Suite Moves:

Kraft Foods Group is executing a number of moves in its C-Suite, including the departure of first-ever CMO Deanie Elsner. Jane Hilk, EVP and president for enhancers and snack nuts, will serve as interim CMO pending the selection of a permanent one.

Sports apparel and shoe retailer Finish Line Inc. has named Imran Jooma EVP and Chief Omnichannel Officer. He hails from Sears Holdings Corp., where he was EVP and President of online, marketing, pricing and financial services.

Insurance giant Cooper Gay Swett & Crawford taps Mason Power as its new Chief Marketing Officer. He was previously CMO at Agencyport.

Specialized skincare products marker Envy Medical Products has created the role of CMO and hired Shauna Lahiri for the position. She most recently was at Ignition Beauty, where she was Chief Global Brand Strategist.

Consumer credit data provider Experian Consumer Services has a new CMO: Kristen Simmons, who had been a partner at consultancy Lightswitch.

Ad-free social network Ello has chosen Rene Alegria, a former CEO of Hispanic media community Miamiverse, to become its very first chief marketing officer.