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

Cmo no mo ‘

Kimberly-Clark did not hire a new CMO after Zena Arnold left in 2022 or intended.

Instead, the company, which owns brands such as Cottononelle, Scott and Huggies, added the role of the General Director of Growth and just hired Luiz Sanches to be the first ever chief director of creativity and design.

This new marketing model is an opportunity to “redefine the importance of creative leadership,” says Sanches Age of ad.

Sanches, who has spent three decades at BBDO, will work closely with Patricia Corsa, who has taken over the work of the General Director of Growth during the summer-and this is a kind of reunion. Corsi was once CMO Bayer, a BBDO client.

Corsi is now in charge of the Consolidation project of the KC Agency, which is reduced to IPG, Omnica, Publicis Groupe and WPP. That may not sound consolidated, but the merges and downloads among the holding companies could simplify things.

In the meantime, Sanches will have a different mandate, more focused on “emotional value”.

“Although there will be some metrics in terms of sales and transformations,” he says, “I think there is a human element, which is a matter of which everyone is forgetting to talk about today.”

Travel partners

Anyone who reads Adexchange is probably familiar with the saying that “all the advertisement network”.

Well, add whsmith to the list. This week, the book salesman, best known for its locations at airports and at railway stations, launched its own retail media business, Digiday reports.

There are many data collection options especially at airports. Which of us did not give our name and email address in exchange for free Wi-Fi access? Wi-Fi data and mobile data brands relatively easily redirect devices in the transfer.

TSA itself is a partner with a new notice network of WHSMITH Airport and contributes to the audience data based on the number of visitors in stores and at the terminals.

Whsmith, though, has to stand out in the crowd.

Reachtv, for example, already offers a hybrid Dooh and CTV screen network in more than 750 airports and hotels. Not to mention Expedia and United Airlineswhich launched advertising networks conducted last year.

Still, the commercial opportunity is clear, says Sean Crawford, Director of SMG, WHSMITH’s retail media consultant company.

“When [people] are on the way through the airport, “he says,” we can start hitting [them] with display ads and in your feeds and then connect it with offers in the store. ”

It is certainly a trapped audience.

Open the door

We welcome the latest participant of the Royal Battle for Retail Media … Openii.

Well, not really. But hey, it could happen.

The latest update of Openi’s Agent “Operator” may perform tasks, including the purchase of foods at your own discretion, reports The Wall Street Journal. The product is available to users who pay ($ 200 a month) and is in the “pre -expression of research” mode, which means that it is not yet fully launched.

But the expansion of the Openi for the ordering of foods, among other consumer tasks, as well as on advertising revenues, it seems that a possible retail media game seems almost inevitable.

Right now, Openi is collaborating with Instacart, Priceline, Etsy, Opentable, Uber and Ebay to licensed his operating solution for their websites and applications. “We’re not trying to create an agent,” according to Daniel Danker, director of Instacart’s product.

Except no one is worried that Instacart will eat an Openi lunch. The question is whether Openi at some point will decide that it can automatically generate its own solution to order foods (or travel prices or restaurant reservation service).

You understood.

But wait! There is more

Assessment of the most likely outcomes of Google’s key antimonopol trial regarding advertising technology. [Digiday]

Chatgpt fell for a few hours on Thursday, which, depending on which part of the Internet you spend time, either catastrophic or hilarious. [BBC News]

Despite the fall of the user’s number, X recorded a jump in consumer consumption this month. [TechCrunch]

The brands that target the gene alpha go to Roblox. [Marketing Brew]

You are employed

Appsflyer promotes Gala extein to the role of main business director. [release]

Zeta Global is appointed by Ed See for his new main director of growth. [release]