Uncensored CMO
How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole
Oct 2, 2024
Tim Ellis, the NFL's CMO, and Glenn Cole, co-founder of 72andSunny, dive into how the NFL drives record audiences through emotional storytelling. They reveal the secrets of a powerful agency-client partnership and the strategy behind iconic Super Bowl campaigns. The duo discusses the Taylor Swift effect and how personal profiles of players foster deeper connections with fans. They also explore the surge of flag football and the NFL's commitment to growth, both nationally and internationally, embracing inclusivity and engaging young audiences.
53:06
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Quick takeaways
- Tim Ellis emphasizes that deep, transparent agency-client relationships foster creativity and effective communication, leading to outstanding work.
- The 'helmets off' strategy showcases NFL players' personal stories, humanizing them and enhancing emotional connections with fans.
Deep dives
Tim Ellis's Career Journey
Tim Ellis discusses his unconventional career path, which began in acting before shifting to the advertising industry. His varied experiences, from working in a theater to handling oil rigs, contributed to a unique perspective on creativity and branding. Transitioning to advertising allowed him to merge his passion for creativity with client-side challenges, ultimately leading him to become the CMO for the NFL. His time at Activision, particularly with the Call of Duty franchise, provided invaluable insights and relationships, including his partnership with Glenn Cole.
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