Marketing Vanguard

AI has long been thought of as a threat to creativity. But what if they’re not at odds at all? In this episode of Marketing Vanguard, live from the World Economic Forum in Davos, CMO of Adobe Enterprise, Rachel Thornton, reveals why putting human creativity at the center of marketing strategy is more critical than ever and how CMOs should be navigating this tectonic shift.

What You'll Learn:
How to position AI as "augmented intelligence" rather than artificial intelligence
Why the core creative concept must remain human-driven while AI handles scaling
How to free your marketers from tactical asset-building so they focus on what they love
The framework for proving marketing's revenue impact to your C-suite
Why authenticity and brand definition are now competitive imperatives
How to treat customers as co-creators of your brand experience, particularly with Gen Z and Gen Alpha audiences

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AI has permeated every conversation since 2024, but CMOs have yet to use it to its full potential. In this episode of Marketing Vanguard, live from the World Economic Forum at Davos, Bonnie Pelosi, CEO EMEA at Microsoft, reveals the truth about AI in marketing - what’s going right, what’s going wrong, and everything in between.

What You'll Learn:
How to embed governance into AI implementation from day one
Why CMOs must act as connectors across the entire C-suite
The "Customer Zero" mindset and why AI use cases must be geared, first, towards customers
How to lead cultural transformation, not just technology rollout
Why curiosity and empathy are non-negotiable CMO competencies
The distinction between tactical and strategic leadership
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In today’s tech-driven world, tech marketers cannot afford to lose sight of client trust. And yet, they do. On this episode of the Marketing Vanguard podcast, President and CMO of Salesforce, Ariel Kelman, reveals why customer success storytelling matters more than ever, how to ground AI in trusted first-party data, and the key strategies for balancing AI automation with human creativity.

What You'll Learn:
How to ground AI agents in customer data to drive measurable outcomes
Why CMO leadership must pioneer AI adoption before mandating it across teams
AI’s productivity paradox - why it enables both more output AND better work-life balance
How to position your brand's trust as a competitive moat in the AI era
The framework for balancing centralized brand strategy with decentralized field execution
Why "show, don't tell" beats feature-focused marketing when launching complex products

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How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.

What You'll Learn:
How to refresh iconic brand characters while preserving core equity
Why "living your brands" is an organizational imperative, not just a marketing function
The measurement system that connects marketing investment to business outcomes
How to capitalize on viral moments and cultural momentum without losing authenticity
Why sustainability messaging shouldn't drive your brand positioning (even when consumers care)
How to architect a modern marketing organization that balances internal capabilities with external partnerships

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Creative scrappiness can take brands where no one else has ever gone before - that’s BodyArmor’s story and we’re diving deep into it on the latest episode of the Marketing Vanguard podcast. Tune in as the brand’s CMO, Tom Gargiulo, opens up the pages of his playbook on succeeding as a challenger brand. From how to build winning athlete partnerships and leverage unconventional media channels for outsized ROI to executing a brand rebirth that resonates with both consumers and retail partners, this conversation is packed with actionable insights on punching above your weight in the CPG space and coming out on top.

What You'll Learn:
How to build a disruptor/ challenger brand positioning in a saturated category
Why athlete-first partnerships outperform big-budget league deals if you’re a resource-constrained brands
The power of the bottling community’s alignment in driving execution
How social media ROI dramatically outperforms traditional TV
The value of transparency and space-giving in high-performing marketing teams
Why strategic media partnerships (Barstool, Dude Perfect, Savannah Bananas) create household brand status without massive budgets
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