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Timestamps

00:09 – Intro
04:07 – How to get other teams to support brand building
06:18 – How to set brand-building objectives with other teams and the C-suite
10:11 – How McDonald's has renewed its brand
15:12 – How to get other teams to understand what great creative is
18:57 – Shifting to emotion and feel-good marketing
22:55 – What is the process to get big ideas through the business?
28:04 – What is the next challenge?
31:46 – Advice for CMOs on embracing creative courage and bringing their organization along
35:04 – Plans for Cannes

Further reading

Marketing Truths #3: Creativity supercharges effectiveness across categories and industries – even the dull ones

Marketing Truth #4: Maximize reach to achieve the greatest impact

Marketing Truth #5: Building brands is much bigger than advertising