127. How collaboration between insights and marketing fueled CIBC’s most authentic brand campaign yet

Erin Cohen, Senior Director of Consumer Insights and Intelligence at CIBC, and Rachel Vares, Director of Brand Marketing, share their extensive backgrounds in consumer sentiment and storytelling. They discuss how deep insights turned financial uncertainty into a campaign rooted in trust. Interesting anecdotes about sourcing authentic client stories and the challenges faced during production reveal the importance of collaboration. They also touch on understanding Gen Z's unique financial needs and offer valuable tips for successful insights-marketing partnerships.