Here we focus on The Storytellers: the marketing executives who have best figured out how to tell stories across multiple media platforms in an era when connecting with consumers is tougher than ever.
Scroll down to see which Storyteller CMOs made the cut.
Julia Goldin, CMO at Lego
2016 was a big year for the Danish toy-maker, whose revenues rose by 6% and hit the highest level in its 85 year-long history. 2017, in comparison, has been a bit of slump with the “Lego Ninjago” movie opening to a lukewarm response. However, the brand still makes it to the list for pioneering change and pushing for inclusivity. This month, Lego released its new “Women of NASA” toy set modeled after four famous women from the U.S. space agency who are scientists, engineers, astronauts, and entrepreneurs. It took just a few days for the product to rise to the top of Amazon’s list of best-selling toys.
Mike Linton, CMO at Farmer’s Insurance
Farmers Insurance has always had a knack for producing quirky ads that highlight all the bizarre situations that people file insurance claims based on. But this year, the company took things a step further under Linton, finding out-of-the-box ways to insert itself into culturally relevant conversations of its consumers. This includes the brand’s first ever 360-degree virtual experience with the the Halloween-themed “Stranger Claims” campaign as well as a broader effort to incorporate middle America in its creative and strategy.
Leslie Berland, CMO at Twitter
The former American Express executive has a tough assignment. Making Twitter accessible to consumers who still don’t quite speak in 280 characters or understand insider lingo like “@ mentions.” Despite that ongoing challenge, Twitter has never been more influential. Under Berland’s leadership, Twitter has focused on a simple message: it’s what’s happening in the world.
See the rest of the story at Business Insider
