Hasta La Creative!

Recession or not, 2019 will undoubtedly be a challenging year for chief marketing officers. With unemployment at a miserly 3.7% and a projected 52% of the workforce looking to change jobs, just hanging on to talent will be tough, never mind trying to build up larger in-house teams. Throw in ever-growing martech stacks with related data overload and evaporating trust in institutions and 2018 is going to look like a cake walk.

Yet, despite this gloomy forecast, many B2B CMOs are profoundly optimistic. Several see these challenges as opportunities, believing that with the right moves they will continue to be able to drive growth for their organizations. Here are nine such optimists, with the first four emphasizing the artistic side of marketing and the last five zeroing in how the application of technology will help them cut through in 2019.

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Matt Eastwood is joining McCann Health as global chief creative officer, starting Monday. Previously the worldwide CCO at J. Walter Thompson, Eastwood is taking on the position formerly held by Jeremy Perrott, who was fired last year after unspecified violations of the company’s code of conduct. He will work with John Cahill, global CEO of McCann Health, and report to Rob Reilly, global creative chairman at McCann Worldgroup.

“The CPG space has been shrinking in budgets, and health and wellness has been growing,” says Eastwood. “It’s kind of the one space that seems to be attracting more clients. It felt, for me, the right time to move more definitely into that space.”

At JWT Eastwood oversaw lauded health and wellness work, including a campaign for “The Fin,” a prosthetic leg created by Northwell Health that allowed a disabled veteran to move both on land and in the water. A campaign for Abbott in Latin America encouraged shopping malls to include mannequins representative of breastfeeding women.

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(TrendHunter.com) This can keychain may not seem like much but the fact that it is released as part of famous designer Raf Simons’ Spring/Summer 2019 collection gives it immense value. So much so that the piece…

New year, new you, new Equinox campaign. The lifestyle brand typically capitalizes on the start of a new year, when people are set on making resolutions like getting into shape and going to the gym, to launch a striking ad campaign. For 2019, Equinox is taking a slightly tamer approach with a short film that…

A day and a half after CBS and Nielsen’s contract expired, the companies still haven’t agreed on a new deal–and buyers told Adweek they are trying to determine how the dispute will affect their current ad inventory on the network. CBS and Nielsen have been negotiating for six months on a new contract, but failed…

McCann Health, the global healthcare division of IPG’s McCann Worldgroup, has hired Matt Eastwood to serve as chief creative officer across its 60 offices in 20 countries around the world. Eastwood was most recently worldwide CCO at WPP’s J. Walter Thompson before parting ways with the agency as it very publicly announced it would be…

Recession or not, 2019 will undoubtedly be a challenging year for chief marketing officers. With unemployment at a miserly 3.7% and a projected 52% of the workforce looking to change jobs, just hanging on to talent will be tough, never mind trying to build up larger in-house teams. Throw in ever-growing martech stacks with related data overload and evaporating trust in institutions and 2018 is going to look like a cake walk.

Yet, despite this gloomy forecast, many B2B CMOs are profoundly optimistic. Several see these challenges as opportunities, believing that with the right moves they will continue to be able to drive growth for their organizations. Here are nine such optimists, with the first four emphasizing the artistic side of marketing and the last five zeroing in how the application of technology will help them cut through in 2019.

Continue reading at AdAge.com

Would you buy this?

Those worried about staying warm in temperatures as low as -320 degrees Fahrenheit can quit frettingand pony up for a new jacket that uses NASA technology on Kickstarter. The Kistler Aerogel jacket claims to be the “warmest and thinnest” jacket on earth. Of course, it’s possibly excessive considering the lowest temperature recorded on earth is around -130 degrees.

Number of the Week

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Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Geico wryly celebrates its partnership with the NHL. Wells Fargo combines a pool party and a pizza party to promote its new Propel card, which offers triple points on selected categories, including food delivery. And Hulu calls itself “the bacon of TV.”

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