Campaign Chemistry

Lots of change has marked the last two years at Dentsu. 

A reevaluation of operations in 2022 kicked off a restructuring at the Japanese parent company that saw it eliminate the role of the international chief executive, then held by Wendy Clark, the departure of several other executives, including former U.S. CEO Paulo Fogaca and former global chief creative officer Fred Lavron, and the dissolution of creative agencies DentsuMB, 360i and Isobar. 

Since then, the network has brought together its two subsidiaries, Dentsu International and Dentsu Japan, as one operation. Chief executive and president of Dentsu Group, Hiroshi Igarashi, has taken direct control of all four of Dentsu’s regions globally. And the creative shops that previously operated individually have come together under one flag: Dentsu Creative. 

Instrumental to the shift is Dentsu Creative U.S. CEO Abbey Klaassen, who stepped into her current role in November 2023, transitioning from president of New York. 

Before her appointment, she helped to build Dentsu Creative, which launched in 2022. Now, she is tasked with leading creative talent and direction in the U.S. as part of Dentsu Creative’s global and Americas executive leadership teams.

In this episode, Klaassen chats about her transition to U.S. CEO, her vision for Dentsu Creative in 2024 and what areas she is particularly focused on building. 

Listen to this episode or subscribe to Campaign Chemistry wherever you get your podcasts. 

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2023 was a year full of ups and downs for the ad industry, from layoffs and threats of recession to breakthrough innovation and inspiring creative work.

On Campaign Chemistry, we spoke with leaders making waves across the industry, from those leading Fortune 500 brands to creative luminaries and executive leadership at agencies across the country.

This week on the podcast, we’ve selected a few clips from some of our most-listened-to conversations of the year to close out 2023 and send us off into 2024. 

In this episode, you’ll hear excerpts from conversations from:

• McCann Worldgroup global CEO Daryl Lee
• Hilton CMO Mark Weinstein
• Goodby, Silverstein & Partners’ CCO Margaret Johnson
• Droga5 outgoing CEO Susie Nam
• 72andSunny global CEO Evin Shutt
• Pereira O’Dell creative chairman PJ Pereira
• Diageo chief marketing and innovation officer Ed Pilkington

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. And thanks for being a fan!

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The TV streaming landscape is ever evolving and marketers are working hard to stay one step ahead of trends in TV streaming. With over 75 million active accounts and close partnerships with several publishers and advertising partners, Roku has a unique viewpoint on emerging trends and themes that will shape the industry in 2024. Jordan Rost, Roku’s head of ad marketing, will dive into these insights to help guide marketers in the year ahead.

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Creatives, Mark Figliulo has a message for you: Wake up.

The founder and creative chairman at Fig believes that in today’s world, data, technology and AI are integral to the creative process and understanding what resonates with audiences — and creatives need to get on board. That’s why five years ago Fig invested in building StoryData, a proprietary platform that analyzes creative resonance and performance. 

In this episode, Figliulo chats about the convergence of creativity and technology, stresses the importance of getting real-time feedback on creative ideas and urges creatives to be at the forefront of generative AI development. 

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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It’s almost 2024, and you know what that means: It’s time to look back at the highs and lows of 2023. 

Campaign US creative editor Sabrina Sanchez, reporter Bailey Calfee and editor-in-chief Alison Weissbrot gather around the mic to talk about their favorite holiday ads and the highs and lows of marketing in 2023. Tune in for hot takes on everything from brands’ Taylor Swift collabs to AB InBev’s botched partnership with trans influencer Dylan Mulvaney.

Also in this episode, they tease some upcoming coverage for 2024, including for Super Bowl LVIII, and Campaign’s first conference, Convene: Creativity Converged, taking place on February 27.

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Evin Shutt was one of the first employees at 72andSunny. Seventeen years later, she’s running the agency as global CEO. 

During that time, the creative industry has evolved – and the agency has along with it. 72andSunny is leaning into consulting and mid-funnel work to expand its heritage in building iconic brand platforms for clients like the NFL and United. More recently, it's embracing the zeitgeist around sports, landing Wilson Sporting Goods as a client in November and pushing its clients to do more with women’s sports as popularity grows.

In this episode, Shutt also chats about 72andSunny’s commitment to DE&I and flexible work as the industry pushes for employees to come back in person.

Listen to this episode or subscribe and Campaign Chemistry wherever you get your podcasts. 

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In the old days of advertising, disciplines such as creative, PR and experiential had distinct swim lanes. Not anymore. 

Now that brands can interact with consumers directly on social media, and their experiences and work can be amplified organically online, creativity and brand work can come from anywhere.

For We Are Social, which merged with sister agency The Narrative Group a year ago, the goal is to help brands tap into culture, either online or through real-world experiences, by prioritizing what U.S. CEO Rebecca Coleman calls “earned-led creativity.”

In this episode, Coleman chats about the changing nature of social media and its inherent link to real-world experiences that build buzz online. She also shares her experience as a female founder in the male-dominated agency space.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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Zach Kitschke has been with Canva since the beginning, when it launched as a startup in Perth, Australia in 2013.

Almost 11 years later, he runs a global in-house marketing team 400 people strong building Canva’s brand around the world. While Canva brings partners in as needed, having a robust in-house team helps keep the brand consistent and in touch with its DNA, Kitschke said.

Now, the design platform is racing to adopt generative AI, both in its product and at its in-house agency. After rolling out a campaign targeted at marketers in the U.S. in September, Canva launched Magic Studio in October, a suite of AI-powered tools, from copywriting to image generators.

In this episode, Kitschke talks about his journey with Canva from startup to global tech company and shares which skills he thinks will be most important for marketers and creatives as AI adoption grows.

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Consumers are expected to spend more than $200 billion this holiday season, up 4.8% YoY, according to Adobe, despite ongoing concerns around inflation and the economy. 

For VMLY&R Commerce, the focus is on helping its clients get in front of these shoppers in creative ways on their holiday shopping journeys. With the season starting earlier than ever, thanks in part to annual shopping holidays such as Amazon Prime Day, and more commerce channels than ever to navigate, brands and retailers are working in a much more complex ecosystem than the days of in-store Black Friday sales.

In this episode, Tyler Murray, U.S. CEO of VMLY&R Commerce, chats about how the agency is leaning into creativity in transactional spaces to help clients make the most of the holiday season. He also alludes to the future of commerce at VML, the new entity formed from the merger of VMLY&R and Wunderman Thompson.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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Like many creative agencies, TBWA\Chiat\Day LA is looking for its next phase of growth. 

As part of a network that prides itself on disruption, CEO Erin Riley is leading the LA office to lean into areas where it can bring a provocative perspective — whether that’s through a bespoke design offering or disruptive creativity for complex B2B businesses.

The agency is also working to attract and retain the next generation of talent as creatives take on new opportunities such as freelancing post-pandemic, while keeping up its commitment to DE&I. 

In this episode, Riley chats about how Chiat LA is balancing broader economic pressures with the need to do more with less as the media landscape fragments, and shares how her experience as a CMO informs her approach to running an agency. 

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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