Campaign Chemistry

Michael Houston is president of the US for the holding company. He assumed that role in 2022 following 15 years with Grey Group, one of the holding company's constituency agencies. He's responsible for promoting WP's offering and collective capabilities, and has a good handle on these team WPP pitches.Before this role, Michael served as worldwide CEO of Grey for five years and as part of a 15-year run at the agency. We chat to Michael about the pitch, how these team pitches work, how holding companies are going to market in 2024, as well as creativity, procurement, the time when you need to collaborate, the time when you need to go it alone and much more.Listen and subscribe to wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

Odds are you find yourself in a home improvement store every month grabbing flowers for the garden, a new backdoor or even a 12-foot abominable snowman Christmas decoration. And in most corners of the country, odds are you have two competing options–Home Depot or Lowe’s Home Improvement. So how does the latter win consumers over? The brand is focused on developing a stronger loyalty program to drive more repeat visits, while using its creative to reach the newest generation of home buyers.The brand has shot for the stars with its partnerships, bringing in the world’s top soccer star, Lionel Messi, for a summer campaign touting its associates who love to assist customers. This fall it revived its NFL partnership with Travis Kelce, Christian McCaffrey and Dak Prescott taking center stage in the campaign to spotlight the home improvement chain’s customer service, app offerings and more.Behind it all is Jennifer Wilson, a long-time Lowe’s marketer who took on the CMO role in the spring. She brings nearly two decades of experience at the brand and recently on-boarded a new creative partner, Dentsu Creative. In this episode, we’ll dive into the strategy behind the loyalty program, why Lowe’s is tapping sports stars and how Lowe’s has created a solid marriage with Dentsu Creative. Listen and subscribe to wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

Bubble Skincare launched in 2020, when Gen Z founder Shai Eisenman saw a white space in the market to reach people in her own cohort with safe, affordable and fun products. Lindsay St. Clair joined her to help launch the brand, known for its signature colorful packaging, that year. Fast-forward to today, and Bubble has more than 2 million followers on TikTok and has expanded into retailers including Walmart, CVS and Ulta Beauty. As it reaches beyond its core demographic to adults, it's dedicated to being transparent and clear about which of its products are safe for kids and teens. And it’s carved out a niche around mental health and creating joy that’s unique in the beauty space. In this episode, St. Clair, VP of brand and creative, talks about building the Bubble brand and how the company taps into its young community for product development insights. Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

There are many common misconceptions about the gaming community that Rachel Delphin is working to dispel. The Twitch CMO says that as livestreaming technology becomes more advanced, more creators are entering the Twitch universe from different categories — from travel to music to entertainment — and she’s working to help the community and advertisers understand the breadth of content on the platform. In this episode, Delphin also teases plans for TwitchCon, kicking off in San Diego on Sept. 20, and shares her predictions on where the livestreaming space is headed. Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

Ulta Beauty is on a mission to bring joy to its customers and the world more broadly by flipping the narrative around beauty from negative to positive.Leading the charge is CMO Michelle Crossan-Matos, who joined the beauty retailer in early 2023 to lead marketing efforts, from upper-funnel brand campaigns to lower-funnel performance ads and the company’s retail media network, as well as its 44 million-member strong loyalty program. Under Crossan-Matos, Ulta has pledged to create 10 million moments of joy. Central to the Joy Project are Ulta’s retail associates, who are becoming the face of Ulta’s brand through its Beauty Associate Ambassador program. In this episode, Crossan-Matos chats about how Ulta is keeping up with a changing beauty  landscape and why having a strong purpose is essential for brand success.Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

How do you retain the heritage of a legacy brand while keeping it fresh for a new generation of consumers? That’s the challenge Ciara Dilley tackles every day in her role as global VP of brand at Lay’s and Quaker, two iconic snack brands under the PepsiCo umbrella. This year, that work has manifested in a global brand refresh for 150-year-old Quaker and an investment in women’s soccer for 92-year-old Lay’s. In this episode, Dilley chats about how she manages the two brands globally while allowing them to adapt to their local markets, and shares why she thinks global corporations have a responsibility to give back to their communities, whether or not purpose marketing is in vogue.Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

In this episode, Jeremy Heilpern, CEO of Ammunition, reveals the game-changing impact of strategic positioning on agency success. Heilpern dives into how the power of focus and the discipline to say 'no' can sharpen your business strategy. With real-life examples, he explains why it's easier to succeed when you target fewer, high-impact goals. Later, Heilpern takes us behind the scenes of his agency's recent rebrand, illustrating how clear, intentional positioning can elevate your brand and fuel long-term growth. Tune in to discover the strategies that set Ammunition and the clients they serve apart in a crowded market. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

Not everyone might find the home warranty space exciting, but Kathy Collins does.The SVP and chief revenue officer of Frontdoor is responsible for overseeing marketing, sales and product for the home warranty brand as well as the Frontdoor app, which connects homeowners with qualified professionals to help with repairs. After shepherding the launch of the Frontdoor app in April 2023, Collins set her sights on revitalizing the 53-year-old American Home Shield brand with a new campaign fronted by Saturday Night Live star Rachel Dratch. In this episode, she dives into her role as chief revenue officer, takes us behind the scenes of the rebrand and talks about the future of the Frontdoor and American Home Shield brands.Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

Ariel Kaye started Parachute 10 years ago with a focus on two things: quality and brand. The home goods and bedding company launched in 2014, as direct-to-consumer brands were starting to flood the marketplace. Like others, it steadily grew its audience and customer base on platforms such as Facebook and Instagram before expanding into physical stores in 2016, making an impression on shoppers with its easy e-commerce set-up and messy-chic lifestyle aesthetic.Today, though the DTC space has evolved, Parachute is still focused on creating a brand people can connect with — both virtually and physically — as consumer shopping habits continue to evolve. In this episode, Kaye chats about why she set out to launch her own company and why brand and storytelling have always played a key role in its success.  Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

After 12 years at Georgia-Pacific, Laura Knebusch last year worked her way up to lead the marketing department for the paper company’s consumer products division, overseeing household brands such as Brawny, Dixie and Quilted Northern.As part of her remit overseeing marketing and customer experience, she’s modernized the department by bringing in-house functions such as content, analytics and mar tech, and shifting investment toward digital and social media. At the same time, as consumers began shopping more for consumer staples online during the pandemic, Knebusch has pushed Georgia-Pacific’s brands further into e-commerce and retail media. In this episode, Knebusch chats about leading transformation at a nearly 100-year-old organization and what the future looks like as new technologies such as generative AI enter the picture.Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.  campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.