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Talking Shop with
Video Marketers

 

 

Every brand has a story to tell.

We teamed up with Brand Innovators to ask some of the world’s top brand marketers how they are leveraging digital video to tell their stories. 
Check out the video interviews below for insights from industry experts!

 

 


How are you addressing cross-channel video campaigns?

“Often times marketers get scared because of the thought that they need to develop 100 different pieces of creative . . . now the beauty is technology exists to allow that to happen in real time, dynamically.” - Dave Bolger, EVP, Director of Integrated Planning, Trilia Media

Featuring

Kelsey Carroll, Global Brand Content Lead, HPE
Dave Bolger, EVP, Director of Integrated Planning, Trilia Media
Jennifer Dalipi, Former Sr. Director, Global Media Consumer Beauty, Coty

 

 

 

 


How do you create a data feedback loop?

“We’re trying to put as many different things in as many different places, and really analyze those campaigns afterwards to see what works.” - Chad Parizman, Head of Social Media & Digital Communications, Pfizer

Featuring

James Lerner,Senior Manager Product Marketing, Walmart Global eCommerce
Dave Bolger, EVP, Director of Integrated Planning, Trilia Media
Chad Parizman, Head of Social Media & Digital Communications, Pfizer

 

 


What’s on your video marketing wish list for 2018?

“We put people at the heart of what we do. We sell a lot of nice products, but I can’t think of anything more boring than a company that just talks about the products they make without highlighting what that does for people.” - Gavin O'Hara, Global Social Creative Lead, Lenovo

Featuring

Kelsey Carroll, Global Brand Content Lead, HPE
Gavin O'Hara, Global Social Creative Lead, Lenovo
Jennifer Dalipi, (Former) Sr. Director, Global Media Consumer Beauty, Coty

 

 

 

 


What strategies are you employing as the movement towards data-driven video continues?

“That’s our job as marketers: to find ways to take big brand ideas and make them mean something to you as an individual.” - Katie Bayne, Former SVP Global Center, Coca-Cola Co

Featuring

Matt Pritchard, VP Digital Marketing, Campbell's Soup Co
Yin Woon Rani, VP Integrated Marketing, Campbell's Soup Co
Katie Bayne, Former SVP Sparkling Brands, Coca-Cola Co
Douwe Bergsma, CMO, Georgia-Pacific
Zvika Netter, CEO, Innovid

 

 

 

With "31% of U.S. senior decision-makers focusing on delivering a seamless personalized experience across different channels," we take a closer look at the trend towards personalization on our blog.

Check out the Blog

 

 

 


What are you looking to achieve when you put a video into the market?

“Different solutions, different insights, different consumer journeys, different integrated experiences, will mean that we’ll use video in different ways—but all of it will be data-driven.” - Matt Pritchard, VP Digital Marketing, Campbell's Soup 

Featuring

Matt Pritchard, VP Digital Marketing, Campbell's Soup Co 
Paul Her-Sturm, Director of Social Intelligence & Customer Care, MGM Resorts International
Douwe Bergsma, CMO, Georgia-Pacific
Aaron Kohn, VP Digital Engagement, Mattel
Zvika Netter, CEO, Innovid

 

 

 

 

 

 

What are your goals with digital video for the year?

“The big area that we’re exploring now is how do you do real-time dynamic creativity . . . how do you tap into those insights and data points, not just to serve an ad, but to actually adjust the message.” - Laurent Faracci, Executive Vice President, Global Category, RB Health

Featuring

Matt Pritchard, VP Digital Marketing, Campbell's Soup Co
Paul Her-Sturm, Director of Social Intelligence & Customer Care, MGM Resorts International
Yin Woon Rani, VP Integrated Marketing, Campbell's Soup Co

Douwe Bergsma, CMO, Georgia-Pacific
Laurent Faracci, Executive Vice President, Global Category, RB Health

Melinda Cheng, Executive Director/Media, Toys R US
Zvika Netter, CEO, Innovid

 

 

Wish List: What kind of data do you wish you had? Where are the data gaps?

“You need to make sure that you continue to experiment, so that you understand what the different scenarios and options are, so that you don’t become completely reliant on what the data tells you.” -  Douwe Bergsma, CMO, Georgia-Pacific

Featuring

Matt Pritchard, VP Digital Marketing, Campbell's Soup Co
Paul Her-Sturm, Director of Social Intelligence & Customer Care, MGM Resorts International
Yin Woon Rani, VP Integrated Marketing, Campbell's Soup Co

Katie Bayne, (former) SVP Sparkling Brands, Coca Cola
Douwe Bergsma, CMO, Georgia-Pacific
Laurent Faracci, Executive Vice President, Global Category, RB Health

Melinda Cheng, Executive Director/Media, Toys R US
Barney Waters, President, K-Swiss
Ivonne Kinser, Head of Digital Strategy & Innovation, Avocados of Mexico

 

 

 

 

 

 

What metrics are you using to measure success?

“Making sure that we’re growing our audience and that our engagement numbers are going up—that’s how we measure success.” - Aaron Kohn, VP Digital Engagement, Mattel

Featuring

Yin Woon Rani, VP Integrated Marketing, Campbell's Soup Co
Katie Bayne, (former) SVP Sparkling Brands, Coca Cola
Douwe Bergsma, CMO, Georgia-Pacific
Melinda Cheng, Executive Director/Media, Toys R US
Barney Waters, President, K-Swiss
Ivonne Kinser, Head of Digital Strategy & Innovation, Avocados of Mexico
Aaron Kohn, VP Digital Engagement, Mattel
Zvika Netter, CEO, Innovid

 

 

 

 

 

There are more brand marketer interviews to come, so stay tuned for our next installment of “Talking Shop with Video Marketers!"

 

 

stay-tuned

Questions?

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