Join Facebook to connect with Jamie Gutfreund and others you may know. Gutfreund became global CMO of what used to be just Wunderman, the world’s first direct marketing agency, in 2015 before it merged with JWT in November last year. Hasbro poaches Wunderman Global CMO Jamie Gutfreund | Ad Age A similar brand could get a real advantage in advertising because there are none of those brands marketing to that audience.”. You need to know who I am, what’s important to me, my values and passions, then you need to communicate with me in a way that makes me feel like you get the whole package.”. Now it has to be more discovery and partner,” she said. They’re so attuned to being lied to, or sold to.”. “Younger consumers have an expectation of perfection and efficiency that other generations don’t have,” Gutfreund said of the emerging Generation Z, most commonly defined as those born in the mid-1990s and following Millennials. • Jamie Gutfreund, Chief Consumer Experience Officer, Hasbro • Jean Noël Kapferer, Professor, HEC Paris • Kevin Marshall, Creative Director of Global Packaging and Content, Microsoft . Gutfreund labelled these types of connections ‘elationships’. “Opportunities pop up or needs you didn’t anticipate and it requires a lot of conversation. Are you a print subscriber? Amazon is promoting its game through its streaming platform, Twitch, by having popular streamers such as KillyKAPOWsk or EvilToaster showcase game play to fans prior to its May 20 release. I don’t think it’s because – at least from a younger’s perspective – they want brands to be crusaders. “I might be passionate about food, so I’m going to find all sorts of content around food and develop relationships with people I don’t know, but I feel I do because we share this passion,” Gutfreund explained. “The nature of campaigns has always been about mass reach, mass frequency. Brands such as Wendy’s, for instance, took home the Social and Influencer Grand Prix at the Cannes Lions International Festival of Creativity last year with its “Keeping Fortnite Fresh” campaign. They do believe brands have a better chance of making the world better than politicians or government, but it’s more about consistency. “If you understand why people behave the way they do, it’s like a secret weapon, you just have to use your powers for good not for equal.”. ABN 14 001 592 650. The initiative saw Wunderman undertake social listening and discover 2 million March Madness fans. Amazon will soon become the latest player entering the online competitive shooter arena with Crucible, a video game it has spent the past six years making and one that takes direct aim at EpicGames’ Fortnite. Jamie Gutfreund Global CMO Wunderman. The trick is that there’s a fine line between relevant and creepy, Gutfreund said, adding that younger generations are very sensitive to their data. Tubular Labs added Jamie Gutfreund, ex-chief strategy officer of CAA, and former BuzzFeed president Greg Coleman to its board of directors. “At the moment, so many organisations have data in silos – your analytics here, social listening over there, customer data in another place and none of these are talking to each other. Interview with Jamie Gutfreund, Global CMO, Wunderman. ABN 14 001 592 650. As Chief Consumer Experience Officer for Hasbro, Jamie Gutfreund leads the design and implementation of consumer-focused strategies to more effectively connect the company’s brands with global audiences. By Sudipto Ghosh On Sep 1, 2017. Speaking to CMO during the recent Marketo Marketing Nation Summit, the agency’s marketing leader, Jamie Gutfreund, said the biggest shift in marketing today is the accessibility of data. Through her work on the Cassandra Report and extensive experience in digital content and commerce, Jamie Gutfreund has drawn up a full personality profile for the people who will soon be ruling the world: Generation Z. Today’s increasingly influential Generation Z not only demands consistency from brands, they also expect marketers to know who they are, their passion points, interests and values – then reflect these accurately, Wunderman’s global CMO claims. “Jamie is a well-respected and highly creative digital marketer and I am thrilled to welcome her to the Hasbro family.” Gutfreund joins Hasbro from Wunderman Thompson, a WPP Company, where she served as Global CMO and helped to establish the firm’s reputation as a dynamic global digital organization. “You used to have a scope, and it used to be very black and white. I’m not just buying a product, I’m investing in your brand, so if you don’t know I bought something from you, it’s disrespectful. Yes they’re digital natives, but the insight is they’re growing up with the world at their fingertips, and they control how and when they are going to engage with brands. “Amazon is closely modeling their approach more like an Oscar contending film versus a summer blockbuster,” says Erb regarding Amazon's marketing. “You have to be OK with things not always being successful.”, Sense of humour: And don’t forget to have humility and laugh at yourself, Gutfreund said. See the complete profile on LinkedIn and discover JAMIE’S connections and jobs at similar companies. “Especially as the worlds of data and creative collide, there are these vend diagrams of information that nobody knows.”, Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu. “There is a … Gutfreund visited Wallis Annenberg Hall for a noon journalism forum hosted by School of Journalism Director Willow Bay, and discussed everything from citizen That’s the filter for brands to apply. “When those people tell me about a food or restaurant I should try, that recommendation is going to be very powerful. VP and principal analyst and senior analyst, Forrester. “Amazon has the God-like ability to see what everyone is playing through Twitch and they know what everyone is buying,” says Gutfreund. That’s a campaign and where influencers come in for marketers, as well as understanding the medium.”. This is the world we created. THE DIRTY ARMY: Nik, this sloot Jamie Gutfreund thinks he is the MAN about town just because he has some 40000 dollar a year job as a local weatherman. Jamie Gutfreund is Former Chief Consumer Experience Officer at Hasbro Inc. See Jamie Gutfreund's compensation, career history, education, & memberships. One common request from clients now is that Wunderman staff become embedded in their offices. Publishing Partner; Latest. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. 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All rights reserved. That might be enough to spell success for Amazon. Speaking to CMO during the recent Marketo Marketing Nation Summit, the agency’s marketing leader, Jamie Gutfreund, said the biggest shift in marketing today is the accessibility of data. “We put them into the DMP and looked at their behaviour and we had a real insight,” Gutfreund said. ... You might not think that Amazon requires a specialized partner, but its influence on consumer behavior, especially in the United States, is vast. Gutfreund will be based in Pawtucket at Hasbro’s corporate headquarters and report to John Frascotti, President and Chief Operating Officer. Jamie Gutfreund blew the Council of Fashion Designers of America (CFDA) Membership away with her insightful, and oftentimes hilarious, approach to engaging consumers. Many agree that Twitch will serve as a critical vehicle in driving gamers to pick up Crucible. Slefo is also a veteran of the United States Army. Bespoke Partnerships. ... “Amazon’s game is such a big deal,” says Jamie Gutfreund, a strategic advisor for Anzu.io, a marketplace for brands to buy in-game ads. View the profiles of people named Jamie Gutfreund. ‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. “Today the bar is much higher. You may unsubscribe at any time. Yet we also have the opportunity to create something else. “For younger consumers, that is how it has to be because that is what they see. But it’s consumer expectations of how brands use data to make their experience more efficient and interesting that’s the important thing for marketers to realise, she said. “Twitch doesn’t give them an advantage over other game publishers,” Erb says. This is a generation that wants hyper realism. Apex Legends has since garnered a strong following, capturing more than 70 million players a year after its debut. Partner and Director, CoreBrand Analytics - Tenet Partners They can get an insight and then tell a story from it.”. About us | Contact us | Privacy Policy | RSS As Global CMO, Jamie Gutfreund leads Wunderman’s global marketing and communications initiatives. Tags: digital marketingdigital advertising. In 2020, brands did something they’d never done before: They spoke up about race. They’re also more self-sufficient and realistic. Jamie … MGA Entertainment, +11 more Boston University Hedy Gutfreund ... JP Gutfreund Managing Partner at Halle Capital Management New York, NY. But Gutfreund is quick to point out building such insights from data is still in its infancy for most brands. Interview with Jamie Gutfreund, Global CMO at Wunderman. “Younger consumers can sense that and they want it to all be consistent. Jamie Gutfreund is Global CMO at Wunderman in New york, United States. Jamie Gutfreund is recognized internationally as a dynamic and motivating catalyst. That was a fascinating insight. See what Jamie Gutfreund (jamie_gutfreund) has discovered on Pinterest, the world's biggest collection of ideas. Interviews. This could include a variety of body types, ethnicities, people who come from different economic groups and gender persuasions. View our privacy policy before signing up. All rights reserved. But, as we keep being reminded, this is the new normal. And with Gen Z, it’s the key to any sort of engagement. CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ... In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation. Using the streaming platform to promote its game is a smart play, as it allows Amazon to be in the gaming space while also providing a platform to connect with its audience, says Chris Erb, founder and CEO of Tripleclix, a strategic gaming agency that helps brands like Taco Bell and Kellogg's navigate the video game industry. Jamie Gutfreund News Anchor & Reporter for CP24. Copyright 2021 IDG Communications. “What’s interesting is that they’re aware of the fact they have huge data footprints, and a lot of it is not their fault. It’s really challenging,” she said, noting organisational silos as the biggest enemy of marketers wanting to execute successful campaigns today. “Both assumed you could buy attention. George P. Slefo is the technology reporter at Ad Age. I have known I was gay since I was eight. During her presentation, Gutfreund outlined fresh research conducted by Wunderman in partnership with Berggruen Institute and conducted by Penn Schoen Berland, which showed 84 per cent of Gen Z respondents are pessimistic about the way the world is going. Membership is free, and your security and privacy remain protected. When it comes to brand, they expect consistency and realism, not authenticity.”. “Crucible represents a 3D environment of creativity, plus all of the data and measurement to boot,” she says. “They are focused on organic user growth and driving awareness and acceptance similar to executing a PR strategy versus buying a Super Bowl ad.” As Global CMO, Jamie Gutfreund leads Wunderman’s global marketing, communications and partner initiatives. The show runs from 7:00-10:15 a.m., however. Your channels are so different and they’ll become even more different.”. “It’s not what they said in the financial report, it’s more about the experience.”. Partnering with Wunderman’s leadership team, Jamie is responsible for building innovative programs to drive awareness of Wunderman’s unique blend of creativity and data. He previously covered murder and mayhem for the Chicago Sun-Times and prior to that, the Middle East from Amman, Jordan. Through all of this, brands and agencies are going to have to work in a much more collaborative partnership, Gutfreund said. Crucible doesn’t have in-game ads, but Gutfreund sees potential, as marketers have found wild success with Fortnite. On March 19, 2011, CP24 introduced a weekend edition of CP24 Breakfast, hosted by Pooja Handa and Gurdeep Ahluwalia, George Lagogianes is the remote host and Nneka Elliott (who resigned on May 2, 2011, and was replaced by Jamie Gutfreund) delivers the weather forecasts. You still need reach and frequency – I don’t buy TV is dead – but you need to balance it, accentuate it, have a laser focus in some places, and you need to adapt your creative. Twitch is an amazing platform to connect with gamers but, at the end of the day, the games win out.”. “What will start to happen is a new skillset among employees and talent that is part analytics and story. “It’s the quality of the games and the experiences that matter. Gutfreund was appointed CMO at Wunderman last September, and previously with the Deep Focus agency. Should your business go back to the future. At the same time, marketers must understand the business rationale for their organisation’s products and services in customer terms, and make ensure consumer experiences are consistent internally and externally. Managing director of Designit, Australia and New Zealand. Jamie Gutfreund Chief Marketing Officer at MGA Entertainment Los Angeles Metropolitan Area. Halle Capital Management, +6 more In the newly-created C-level position, Gutfreund will lead the design and … This is seeing the nature of campaigns shift from passive interactions to participatory ones. If it’s not, that company isn’t going to feel like a company they’re going to support,” Gutfreund said. We have to be really smart about our clients’ businesses, we need to understand what the revenue goals are plus communication goals, and how to get things done.”, Curiosity: “This is the best job for people who are curious,” she commented. “Everyone's talking about Zoom's 200 million user milestone in April,” says Jon Penn, CEO of NRG, a brand consultancy that specializes in the intersection of entertainment and technology. In times of uncertainty, people gravitate towards the familiar. Then on the other side you had direct marketing, and that was about sending a piece of paper to your zipcode,” Gutfreund continued. Hasbro, Inc. announced that Jamie Gutfreund will be joining the company as Chief Consumer Experience Officer (CXO) on April 15, 2019. Reproduction in whole or in part in any form or medium without express written permission of IDG Communications is prohibited. Players select heroes with unique abilities and work together to tackle objectives including slaying large monsters or battling other players in an attempt to be the last competitor standing. As a result, part of the skillset for marketers over the next couple of years is to become “part lion tamer, part magician”, Gutfreund said. Guitarist for Century Surfers - New lyric video 4 “Personal Assassin” right here or stream on Spotify, Apple Music youtu.be/FJbYcdtTWcg But actually this group of men’s biggest purchases were of Barbies, Disney, Huggies – they’re big family spenders. View JAMIE GUTFREUND’S profile on LinkedIn, the world’s largest professional community. Gutfreund and Coleman are not personally investing in Tubular Labs but will receive stock options in the privately held company. “They have confirmation bias and that’s having a lot of impact – they’re relying on themselves more, they’re more practical. “They will see all the data in a way that no one else can.”. That’s a key thing,” she said. Copyright 2021 IDG Communications. Jamie helps business leaders go beyond pure data driven analysis to provide a platform and methodology for understanding the “why” behind young consumers’ preferences, attitudes, and actions. Lorna Jane claims of COVID-protecting activewear raises concern ... Cooney changes channels and shifts from Foxtel to ... How brands can respond to cancel culture in ... What heightened social platform scrutiny means for brands ... How brands can respond to cancel culture in 2021, Report: Location-based marketing is increasingly valuable, but data accuracy remains in question, Jager switches Westpac for Bank of Queensland, CMO's top 8 martech stories for the week - 21 January 2021, Conversations over a cuppa with CMO: Microsoft's Pip Arthur. Like Fortnite, Crucible is a free-to-play multiplayer shooter. “Gen Z want truth and realism, they don’t want perfection,” she said. Still, being Amazon and owning Twitch won’t necessarily spell success, says Erb. “You’d think March madness is mainly about men, so from an advertising point of view, you’d position beer, trucks, insurance. For many years she also ran the Intelligence Group, which put together the Cassandra Report, a leading research study initially on Generation X that moved to millennials, and is now focused on Gen Z. “Meanwhile, there's much to be said about Fortnite's 350 million users and 3.2 billion hours of playtime in April alone." While Gutfreund agreed brands gaining more corporate social responsibility and purpose is an important trend, what she believed younger consumers expect to see from brands is their world reflected the ad world. Musicians such as Marshmello and Travis Scott, meanwhile, have seen their popularity soar through virtual concerts; the National Football League inked a deal that allowed players to equip their avatars with any jersey from the league’s 32 teams; and Nike and Adidas sell virtual shoes and actual Fortnite-themed hoodies. “You don’t know where your next idea is going to come from, who you’ll learn from. “If you’re trying to do something different, you have to try and find ways you haven’t done things before,” Gutfreund said. “As a Gen X, I don’t expect anything to work – I expect to buy something and have the price cheaper somewhere else because that’s how it was when we grew up. I "knew" it was wrong. Through her work on the Cassandra Report and extensive experience in digital content and commerce, Jamie Gutfreund has drawn up a full personality profile for the people who will soon be ruling the world: Generation Z. “I’ve always been fascinated with the connection between how people are impacted and influenced by digital, and how that translates to how marketers can talk to them in different ways,” she said of her work and area of expertise. Tied to this is the need for a consumer’s passions to take centre stage when developing content and brand messaging as consumers seek brands to better understand who they are, not just what they represent. As an example of Wunderman’s work on the data insights front, Gutfreund described a project around the US March Madness basketball series, using the agency’s Zipline DMP offering. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? The study reported Gen Z now represents 25 per cent of the US population. Games similar to Fortnite, such as Apex Legends, briefly dethroned video-game phenomenon Fortnite strictly from popular streamers playing the game on Twitch. I talk to everybody in as many industries I can and read as much as I can that’s not obvious.”, Bravery: CMOs also have to be brave. Today's increasingly influential Generation Z demand realism and consistency and in brand control, according to agency's marketing leader. At a time when social media is reinventing how the world communicates, understanding audience is more important than ever — a lesson presented by marketing expert Jamie Gutfreund at USC Annenberg on Tuesday, Nov. 3. “Younger consumers are growing up in an era of almost perfect information. Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more. Why would you make it look one way when the world is like this? Maturing in a post-9/11 world amid a challenging economy, violent news stories, and a chaotic media environment, Generation Z looks not for perfection … Craig Flanders explains. Activate your account. One huge shift with consumers today is the significant impact of word of mouth – both in terms of what it means today, and its power on brand perceptions. “They expect marketing to reflect the world they’re living in, as opposed to a model getting out of a car, putting on lipstick with her hair blowing in a cornfield. “Give me all the data that you have, but you also have to make it so it’s relevant, do it in real time. “They have no confidence in government, politicians or brands,” Gutfreund said. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. Younger consumers see very little advertising unless they choose to, Gutfreund said, a power first exercised by millennials as teenagers, but something that’s instinctive to Gen Z. Partner with Us Let’s disrupt together Get Started. “Amazon’s game is such a big deal,” says Jamie Gutfreund, a strategic advisor for Anzu.io, a marketplace for brands to buy in-game ads. They also control the content they consume, the ads they see but also the ones they block. Work in tandem with Canada’s largest platform in tech, innovation and sustainability to ignite change and inspire big ideas. This man wh*re started off as a receptionist and worked his way up by sleeping with his 50 year old haggard boss and now days while he is supposed to be reporting “weather” he spends most of his time on the job trying to … “There is a Fortnite fatigue that has been happening for a while and there’s a hunger for what’s next.”. JAMIE has 3 jobs listed on their profile. Like other streaming platforms, Twitch has seen a surge in viewership during the COVID-19 pandemic, with more than 3 billion hours watched during the first quarter of this year—a first for the company, according to data compiled by Streamlabs, a software provider for streaming services. This includes establishing Hasbro’s new internal creative agency, Slingshot, which takes a data-informed approach to content, commerce and consumer insights. Marketers should take notice, experts say, as video games have evolved from niche to the next social network for GenZ. They also assumed the information you had about the person you’re trying to reach was enough to capture their attention, and if you had a good jingle and good creative, that was plenty. You need to know more than what they are, and more than the fact that someone is 15 years old, a white male, or living in Las Vegas. A Hasbro representative confirmed that Jamie Gutfreund left the company to “pursue other opportunities,” but declined to comment further. “They view themselves as investors, not as consumers. PR Newswire CMO: Today's consumers are self-obsessed, Getting the lowdown on people-based marketing, Nine partners with AppNexus to boost Mi9's ad network, The dangers of misaligning your marketing budget with business goals, 8 tips for marketing to millennials online, 7 ways CMOs can improve their customer engagement game. That’s a huge new twist in marketing because they’re in control.”. Even before I had a word for it, I had the feeling of attraction mixed with an awful feeling of guilt and isolation. Have a scope, and your security and privacy remain protected t have in-game,. Director of Designit, Australia and New Zealand the New normal, at the end of the win! Have a scope, and much more collaborative partnership, Gutfreund said the.! 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