What breaks through advertising noise in your campaigns?

Jesse Johnson

VP, Marketing · Chili'S

Empathy

Jesse Johnson says to start from empathy, getting in the consumer's mindset and asking how the brand helps their situation, because that can yield new insights and something that resonates more with the audience.

Brett Malinowski

Marketing Director · Whop

Actionable Content

Brett Malinowski says he prioritizes actionable content, saying that while mindset or viral content might attract people, it won't lead to more dollars in the business.

The answer starts at 1:03:25.

Peter Giorgi

SVP of Brand Marketing, Partnerships and Creative Excellence · Rocket

Beauty

Peter Giorgi says he prioritizes beauty and relentless craft, because people prefer watching something beautiful over something thrown together and media costs the same either way.

The answer starts at 22:04.

Aditya Vempaty

VP of Marketing · MoEngage

Under‑served Channels

Aditya Vempaty prioritizes under-served channels when designing a campaign, saying to architect it so you reach accounts where they are not hit up the most.

The answer starts at 42:40.

Aaron Pelander

Chief Brand Officer · Govx

Broad Reach

Aaron Pelander says to go for broad reach with memorable assets, arguing it builds mental availability and imprints the brand for the future rather than just the current moment.

The answer starts at 33:34.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Story

Paul Roehrig says the story is what matters in marketing: you've got to have a good story, because without one the tactics are much less relevant.

Byron Sharp

Professor of Marketing Science · Adelaide University

Brand Awareness

Byron Sharp says the element people underestimated is brand awareness, calling it massively more important than attitudes or convincing people a brand is better, because he was suspicious of the idea that advertising adds special value to brands.

Matt Swulinski

Head of Growth · Viktor.Com

Creative

Matt Swulinski says creative is everything in today's environment, pointing to Meta's Andromeda update where the creative itself became the targeting.

Amanda Cole

Chief Marketing Officer · Bloomreach

Audience Segmentation

Amanda Cole says audience segmentation, and being really intentional with your audience, is the core of a marketer's strategic thinking, since AI tools help identify when people are potentially in market so ads run at a more strategic time.

Jordan Slover

Founder · Neon Ambition

Clear Success Metrics

Jordan Slover says the best marketers he's worked with are really clear about what success looks like, which lets them ignore everything else and focus only on the chosen metrics.

Crispin Beale

Worldwide CEO · Idx™

Testing with Target Customers

Crispin Beale says ad executions should be tested with target customers rather than picked because the team likes them, since a couple of tweaks could turn a campaign from really successful to unbelievably successful.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Emotion

Lucinda Barlow says emotion — humor, relatable storytelling, tension — is what embeds in people's memories and builds a long-term association with your brand, so they think of you months later, unlike rational proof points or promos.