Acrobabble – Going (Creatively) Digital

 In Archives, News

Known for the racy ads that helped to introduce the Internet domain registrar and web hosting company to America, GoDaddy goes to the dogs (literally) in its upcoming Super Bowl campaign. According to CMO Barb Rechterman, spots featuring a nine-week-old Golden Retriever won’t be entirely devoid of femininity, as NASCAR driver Danica Patrick will appear along with the pooch.

 Kate Spade CMO Mary Beech describes the company’s latest video campaign featuring actress/singer Anna Kendricks. Popularity of five-second pre-roll ads tailored for mobile shows shorter can be better.

 Renato Reyes, Chief Marketing Officer for Deutsch Family Wine & Spirits, explains why a digital campaign is critical when it comes to selling wine to men.

The “Long Live Josh” advertising effort is designed to reach the Josh target consumer of men 35-44 years.

CMO In The Know:

 Paul Henderson joins enterprise mobile messaging provider HeyWire as CMO. Henderson had led product and customer service experience teams for Intuit.

Workflow automation company Nintex names Russ Mann CMO. Most recently, Mann was the chairman and CEO of Covario and Rio SEO, which he co-founded and that was recently acquired by Dentsu Aegis.

PAS Inc. adds David Zahn as CMO. He joins the process safety, cyber security, and asset reliability solutions provider from Consero Global Solutions, where he was COO.

SAP appoints Maggie Chan Jones as CMO. Jones, who joins SAP from Level 3 Communications, spent seven years at Microsoft Corp.

 Mattress giant Tempur Sealy International Inc. creates the new position of EVP/CMO for Jay G. Spenchian, who hails from Olive Garden, where he also was EVP and CMO.

In Case You Missed It…

A report from the CMO Council and Nielsen highlights the expected growth in brand marketing versus direct response digital ad spending. It derives from a survey of 546 senior brand leaders, 661 agency executives and 377 publishing representatives between April and July 2014.