What Even Is Madison Avenue?; Next Up: Airport RMNs

Cmo no mo ‘

Kimberly-Clark did not find a new CMO after Zen Arnold left in 2022, nor did he intend.

Instead, a company that owns brands such as Cottonelle, Scott and Huggies has added the role of the Chief Growth Director and just hired Luize Sanches as its first creative and design director.

This new marketing model is the chance to “redefine the relevance of creative leadership,” says Sanches Advertising.

Sanches, who spent three decades in BBDO, will work closely with Patricia Corsi, who during the summer as a director for growth – and it is a kind of finding. Corsi used to be Bayer CMO, BBDO client.

Now Corsi is in charge of the KC List Consolidation project, which was narrowed to IPG, Omnicom, Publicis Groupe and WPP. This may not sound completely consolidated, but the merger and acquisition between the holding companies could simplify things.

Meanwhile, Sanches will have another mandate that will focus more on the “emotional value”.

“Although there will be certain metrics in terms of sales and transformation,” he says, “I think there is also a human element, and that is the thing everyone all forgets to talk about today.”

Travelers

Anyone who reads Adexchanger probably knows that “everything is an advertising network”.

Well, add Whsmith to the list. This week a bookseller, best known for his placement at airports and railway stations, launched his own retail media store, Digiday news.

Especially at airports there are many opportunities to collect data. Which of us did not pass our name and e-mail address in exchange for free Wi-Fi connections? Wi-Fi data and mobile data to brands quite facilitate the redirection of the device on the way.

The TSA itself is a partner of the new WhSMMMME airport network and contributes to traffic data based on traffic and terminals.

But Whsmith must stand out in the crowd.

For example, the ReachTV already offers Hybrid DOOH and CTV advertising network of screens at more than 750 airports and hotels. Not to mention that Expedia and United Airlinesof which each last year launched data advertising networks.

Nevertheless, the commercial opportunity is clear, says Sean Crawford, CEO of SMG, a consulting company Whsmith for retail media.

“When [people] are on the way through the airport, ”he says“ We can start to beat [them] with graphic ads and in their sources and then connect them with offers in the store. ”

It is definitely a biased audience.

Open the door

Let us welcome the latest participant of the retail media Battle Royale… Openi.

Well, not. But hey, it can happen.

The latest update of the agent “Operator” OPENAI can perform tasks, including buying food on your own will, reports Wall Street Journal. The product is available to paying users ($ 200 per month) and is in the “Research Preview” mode, which means it is not yet fully running.

But the Openai expansion to ordering food, among other consumer tasks, as well as advertising income, makes any retail media game almost inevitable.

Right now Openi is working with Instacart, Pricelline, Etsy, Opentable, Uber and Ebay to licensing his operator solution for their sites and applications. “We are not trying to build an agent,” says Instacart’s product director Daniel Danker.

Except that no one is afraid that Instacart has been fucking Open Lunch. The question is whether OpenIi decides to automatically generate its own food ordering solution (or travel price aggregator or reservation service in a restaurant).

You get an idea.

But wait! There’s more

Assessing the most likely results of the key antitrust court of Google in advertising technology. [Digiday]

Chatgpt dropped out for several hours on Thursday, which was either disastrous or cheerful depending on what part of the Internet you spend time. [BBC News]

Despite the decline, X has seen a jump in consumer expenditure this month. [TechCrunch]

Brand -targeted brands are heading to Roblox. [Marketing Brew]

You’re hired

Appsflyer promotes Gal Ekstein to the role of Commercial Director. [release]

Zeta Global names Ed See with its new director for growth. [release]