In 2020, brands did something they’d never done before: They spoke up about race. Jamie Gutfreund blew the Council of Fashion Designers of America (CFDA) Membership away with her insightful, and oftentimes hilarious, approach to engaging consumers. You need to know more than what they are, and more than the fact that someone is 15 years old, a white male, or living in Las Vegas. But Gutfreund is quick to point out building such insights from data is still in its infancy for most brands. 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 … See what Jamie Gutfreund (jamie_gutfreund) has discovered on Pinterest, the world's biggest collection of ideas. Reproduction in whole or in part in any form or medium without express written permission of IDG Communications is prohibited. 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. Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more. “I’ve always been fascinated with the connection between how people are impacted and influenced by digital, and how that translates to how marketers can talk to them in different ways,” she said of her work and area of expertise. Games similar to Fortnite, such as Apex Legends, briefly dethroned video-game phenomenon Fortnite strictly from popular streamers playing the game on Twitch. Should your business go back to the future. Crucible doesn’t have in-game ads, but Gutfreund sees potential, as marketers have found wild success with Fortnite. “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. In the newly-created C-level position, Gutfreund will lead the design and … “Meanwhile, there's much to be said about Fortnite's 350 million users and 3.2 billion hours of playtime in April alone." “There is a Fortnite fatigue that has been happening for a while and there’s a hunger for what’s next.”. “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. That might be enough to spell success for Amazon. ABN 14 001 592 650. “You’d think March madness is mainly about men, so from an advertising point of view, you’d position beer, trucks, insurance. Interviews. 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. Through all of this, brands and agencies are going to have to work in a much more collaborative partnership, Gutfreund said. This could include a variety of body types, ethnicities, people who come from different economic groups and gender persuasions. 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. • Jamie Gutfreund, Chief Consumer Experience Officer, Hasbro • Jean Noël Kapferer, Professor, HEC Paris • Kevin Marshall, Creative Director of Global Packaging and Content, Microsoft . Gutfreund and Coleman are not personally investing in Tubular Labs but will receive stock options in the privately held company. And with Gen Z, it’s the key to any sort of engagement. “They are focused on organic user growth and driving awareness and acceptance similar to executing a PR strategy versus buying a Super Bowl ad.” Tags: digital marketingdigital advertising. As Global CMO, Jamie Gutfreund leads Wunderman’s global marketing, communications and partner initiatives. He previously covered murder and mayhem for the Chicago Sun-Times and prior to that, the Middle East from Amman, Jordan. Hasbro poaches Wunderman Global CMO Jamie Gutfreund | Ad Age Gutfreund was appointed CMO at Wunderman last September, and previously with the Deep Focus agency. Tubular Labs added Jamie Gutfreund, ex-chief strategy officer of CAA, and former BuzzFeed president Greg Coleman to its board of directors. About us | Contact us | Privacy Policy | RSS Bespoke Partnerships. View our privacy policy before signing up. Are you a print subscriber? I "knew" it was wrong. But it’s consumer expectations of how brands use data to make their experience more efficient and interesting that’s the important thing for marketers to realise, she said. They can get an insight and then tell a story from it.”. We have to be really smart about our clients’ businesses, we need to understand what the revenue goals are plus communication goals, and how to get things done.”, Curiosity: “This is the best job for people who are curious,” she commented. “Both assumed you could buy attention. 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. “It’s the quality of the games and the experiences that matter. Slefo is also a veteran of the United States Army. This is seeing the nature of campaigns shift from passive interactions to participatory ones. Partner and Director, CoreBrand Analytics - Tenet Partners “At the moment, so many organisations have data in silos – your analytics here, social listening over there, customer data in another place and none of these are talking to each other. Your channels are so different and they’ll become even more different.”. Using the streaming platform to promote its game is a smart play, as it allows Amazon to be in the gaming space while also providing a platform to connect with its audience, says Chris Erb, founder and CEO of Tripleclix, a strategic gaming agency that helps brands like Taco Bell and Kellogg's navigate the video game industry. “Amazon has the God-like ability to see what everyone is playing through Twitch and they know what everyone is buying,” says Gutfreund. “Twitch doesn’t give them an advantage over other game publishers,” Erb says. 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. During her presentation, Gutfreund outlined fresh research conducted by Wunderman in partnership with Berggruen Institute and conducted by Penn Schoen Berland, which showed 84 per cent of Gen Z respondents are pessimistic about the way the world is going. Like Fortnite, Crucible is a free-to-play multiplayer shooter. PR Newswire CMO: Today's consumers are self-obsessed, Getting the lowdown on people-based marketing, Nine partners with AppNexus to boost Mi9's ad network, ​The dangers of misaligning your marketing budget with business goals, 8 tips for marketing to millennials online, 7 ways CMOs can improve their customer engagement game. Briefly dethroned video-game phenomenon Fortnite strictly from popular streamers playing the game Twitch... 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