This is the world we created. “I might be passionate about food, so I’m going to find all sorts of content around food and develop relationships with people I don’t know, but I feel I do because we share this passion,” Gutfreund explained. Activate your account. Craig Flanders explains. A similar brand could get a real advantage in advertising because there are none of those brands marketing to that audience.”. They also assumed the information you had about the person you’re trying to reach was enough to capture their attention, and if you had a good jingle and good creative, that was plenty. The show runs from 7:00-10:15 a.m., however. As a result, part of the skillset for marketers over the next couple of years is to become “part lion tamer, part magician”, Gutfreund said. “For younger consumers, that is how it has to be because that is what they see. Managing director of Designit, Australia and New Zealand. See what Jamie Gutfreund (jamie_gutfreund) has discovered on Pinterest, the world's biggest collection of ideas. “Both assumed you could buy attention. “Younger consumers are growing up in an era of almost perfect information. In 2020, brands did something they’d never done before: They spoke up about race. • Jamie Gutfreund, Chief Consumer Experience Officer, Hasbro • Jean Noël Kapferer, Professor, HEC Paris • Kevin Marshall, Creative Director of Global Packaging and Content, Microsoft . On March 19, 2011, CP24 introduced a weekend edition of CP24 Breakfast, hosted by Pooja Handa and Gurdeep Ahluwalia, George Lagogianes is the remote host and Nneka Elliott (who resigned on May 2, 2011, and was replaced by Jamie Gutfreund) delivers the weather forecasts. Tags: digital marketingdigital advertising. Even before I had a word for it, I had the feeling of attraction mixed with an awful feeling of guilt and isolation. You need to know who I am, what’s important to me, my values and passions, then you need to communicate with me in a way that makes me feel like you get the whole package.”. Reproduction in whole or in part in any form or medium without express written permission of IDG Communications is prohibited. Jamie Gutfreund is Global CMO at Wunderman in New york, United States. Speaking to CMO during the recent Marketo Marketing Nation Summit, the agency’s marketing leader, Jamie Gutfreund, said the biggest shift in marketing today is the accessibility of data. I talk to everybody in as many industries I can and read as much as I can that’s not obvious.”, Bravery: CMOs also have to be brave. “They are focused on organic user growth and driving awareness and acceptance similar to executing a PR strategy versus buying a Super Bowl ad.” Publishing Partner; Latest. Games similar to Fortnite, such as Apex Legends, briefly dethroned video-game phenomenon Fortnite strictly from popular streamers playing the game on Twitch. Guitarist for Century Surfers - New lyric video 4 “Personal Assassin” right here or stream on Spotify, Apple Music youtu.be/FJbYcdtTWcg Interview with Jamie Gutfreund, Global CMO at Wunderman. Today's increasingly influential Generation Z demand realism and consistency and in brand control, according to agency's marketing leader. Now it has to be more discovery and partner,” she said. That’s a key thing,” she said. Jamie Gutfreund Chief Marketing Officer at MGA Entertainment Los Angeles Metropolitan Area. “Jamie is a well-respected and highly creative digital marketer and I am thrilled to welcome her to the Hasbro family.” Gutfreund joins Hasbro from Wunderman Thompson, a WPP Company, where she served as Global CMO and helped to establish the firm’s reputation as a dynamic global digital organization. “Give me all the data that you have, but you also have to make it so it’s relevant, do it in real time. Today’s increasingly influential Generation Z not only demands consistency from brands, they also expect marketers to know who they are, their passion points, interests and values – then reflect these accurately, Wunderman’s global CMO claims. This is seeing the nature of campaigns shift from passive interactions to participatory ones. Maturing in a post-9/11 world amid a challenging economy, violent news stories, and a chaotic media environment, Generation Z looks not for perfection … “There is a … Apex Legends has since garnered a strong following, capturing more than 70 million players a year after its debut. Amazon will soon become the latest player entering the online competitive shooter arena with Crucible, a video game it has spent the past six years making and one that takes direct aim at EpicGames’ Fortnite. Gutfreund was appointed CMO at Wunderman last September, and previously with the Deep Focus agency. Younger consumers see very little advertising unless they choose to, Gutfreund said, a power first exercised by millennials as teenagers, but something that’s instinctive to Gen Z. Interview with Jamie Gutfreund, Global CMO, Wunderman. Gutfreund will be based in Pawtucket at Hasbro’s corporate headquarters and report to John Frascotti, President and Chief Operating Officer. “They will see all the data in a way that no one else can.”. That’s a campaign and where influencers come in for marketers, as well as understanding the medium.”. Brands such as Wendy’s, for instance, took home the Social and Influencer Grand Prix at the Cannes Lions International Festival of Creativity last year with its “Keeping Fortnite Fresh” campaign. Many agree that Twitch will serve as a critical vehicle in driving gamers to pick up Crucible. They’re also more self-sufficient and realistic. “Meanwhile, there's much to be said about Fortnite's 350 million users and 3.2 billion hours of playtime in April alone." Jamie Gutfreund Global CMO Wunderman. Amazon is promoting its game through its streaming platform, Twitch, by having popular streamers such as KillyKAPOWsk or EvilToaster showcase game play to fans prior to its May 20 release. “Younger consumers have an expectation of perfection and efficiency that other generations don’t have,” Gutfreund said of the emerging Generation Z, most commonly defined as those born in the mid-1990s and following Millennials. While Gutfreund agreed brands gaining more corporate social responsibility and purpose is an important trend, what she believed younger consumers expect to see from brands is their world reflected the ad world. George P. Slefo is the technology reporter at Ad Age. Through her work on the Cassandra Report and extensive experience in digital content and commerce, Jamie Gutfreund has drawn up a full personality profile for the people who will soon be ruling the world: Generation Z. One huge shift with consumers today is the significant impact of word of mouth – both in terms of what it means today, and its power on brand perceptions. Partner with Us Let’s disrupt together Get Started. I’m not just buying a product, I’m investing in your brand, so if you don’t know I bought something from you, it’s disrespectful. Bespoke Partnerships. Jamie helps business leaders go beyond pure data driven analysis to provide a platform and methodology for understanding the “why” behind young consumers’ preferences, attitudes, and actions. Tied to this is the need for a consumer’s passions to take centre stage when developing content and brand messaging as consumers seek brands to better understand who they are, not just what they represent. But actually this group of men’s biggest purchases were of Barbies, Disney, Huggies – they’re big family spenders. It’s really challenging,” she said, noting organisational silos as the biggest enemy of marketers wanting to execute successful campaigns today. This includes establishing Hasbro’s new internal creative agency, Slingshot, which takes a data-informed approach to content, commerce and consumer insights. Jamie Gutfreund News Anchor & Reporter for CP24. All rights reserved. View our privacy policy before signing up. “There is a Fortnite fatigue that has been happening for a while and there’s a hunger for what’s next.”. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Tubular Labs added Jamie Gutfreund, ex-chief strategy officer of CAA, and former BuzzFeed president Greg Coleman to its board of directors. “Especially as the worlds of data and creative collide, there are these vend diagrams of information that nobody knows.”, Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu. Copyright 2021 IDG Communications. “Amazon is closely modeling their approach more like an Oscar contending film versus a summer blockbuster,” says Erb regarding Amazon's marketing. Like Fortnite, Crucible is a free-to-play multiplayer shooter. At the same time, marketers must understand the business rationale for their organisation’s products and services in customer terms, and make ensure consumer experiences are consistent internally and externally. See the complete profile on LinkedIn and discover JAMIE’S connections and jobs at similar companies. Halle Capital Management, +6 more As an example of Wunderman’s work on the data insights front, Gutfreund described a project around the US March Madness basketball series, using the agency’s Zipline DMP offering. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. At a time when social media is reinventing how the world communicates, understanding audience is more important than ever — a lesson presented by marketing expert Jamie Gutfreund at USC Annenberg on Tuesday, Nov. 3. They do believe brands have a better chance of making the world better than politicians or government, but it’s more about consistency. “It’s not what they said in the financial report, it’s more about the experience.”. I have known I was gay since I was eight. The initiative saw Wunderman undertake social listening and discover 2 million March Madness fans. Partnering with Wunderman’s leadership team, Jamie is responsible for building innovative programs to drive awareness of Wunderman’s unique blend of creativity and data. The trick is that there’s a fine line between relevant and creepy, Gutfreund said, adding that younger generations are very sensitive to their data. Gutfreund labelled these types of connections ‘elationships’. A Hasbro representative confirmed that Jamie Gutfreund left the company to “pursue other opportunities,” but declined to comment further. “Everyone's talking about Zoom's 200 million user milestone in April,” says Jon Penn, CEO of NRG, a brand consultancy that specializes in the intersection of entertainment and technology. That’s a huge new twist in marketing because they’re in control.”. Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more. Jamie Gutfreund blew the Council of Fashion Designers of America (CFDA) Membership away with her insightful, and oftentimes hilarious, approach to engaging consumers. But, as we keep being reminded, this is the new normal. “Amazon has the God-like ability to see what everyone is playing through Twitch and they know what everyone is buying,” says Gutfreund. Still, being Amazon and owning Twitch won’t necessarily spell success, says Erb. Are you a print subscriber? As Chief Consumer Experience Officer for Hasbro, Jamie Gutfreund leads the design and implementation of consumer-focused strategies to more effectively connect the company’s brands with global audiences. They’re so attuned to being lied to, or sold to.”. The study reported Gen Z now represents 25 per cent of the US population. By Sudipto Ghosh On Sep 1, 2017. Gutfreund visited Wallis Annenberg Hall for a noon journalism forum hosted by School of Journalism Director Willow Bay, and discussed everything from citizen JAMIE has 3 jobs listed on their profile. “Today the bar is much higher. Players select heroes with unique abilities and work together to tackle objectives including slaying large monsters or battling other players in an attempt to be the last competitor standing. Crucible doesn’t have in-game ads, but Gutfreund sees potential, as marketers have found wild success with Fortnite. Copyright 2021 IDG Communications. “When those people tell me about a food or restaurant I should try, that recommendation is going to be very powerful. Through all of this, brands and agencies are going to have to work in a much more collaborative partnership, Gutfreund said. “Gen Z want truth and realism, they don’t want perfection,” she said. About us | Contact us | Privacy Policy | RSS ABN 14 001 592 650. That’s the filter for brands to apply. They also control the content they consume, the ads they see but also the ones they block. “Crucible represents a 3D environment of creativity, plus all of the data and measurement to boot,” she says. In the newly-created C-level position, Gutfreund will lead the design and … “Amazon’s game is such a big deal,” says Jamie Gutfreund, a strategic advisor for Anzu.io, a marketplace for brands to buy in-game ads. Slefo is also a veteran of the United States Army. Jamie Gutfreund is Former Chief Consumer Experience Officer at Hasbro Inc. See Jamie Gutfreund's compensation, career history, education, & memberships. Through her work on the Cassandra Report and extensive experience in digital content and commerce, Jamie Gutfreund has drawn up a full personality profile for the people who will soon be ruling the world: Generation Z. Labs added Jamie Gutfreund jamie gutfreund partner quick to point out building such insights from is... 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