Campaign Chemistry

When Kendall Jenner dropped 818 Tequila, the brand quickly captured widespread online attention. But behind the viral content and star-studded launch parties is the more complex work of building a business: navigating commercial strategy, securing distributor buy-in and keeping pace with  consumer culture.Kathleen Braine, CMO and head of commercial strategy, sits at the center of that effort. From navigating the distinct commercial pressures of the spirits industry to understanding Gen Z’s evolving consumption habits, her work underscores why fleeting virality is no substitute for long-term brand equity and authentic community building.In this episode, Braine also shares her experience navigating crisis management, the realities of being a working parent and the importance of finding creative inspiration in the world beyond the office to avoid burnout campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On Thursday, November 12, three Haymarket Media publications — PRWeek, Campaign and MM+M — are reuniting for a daylong conference focused on all things AI. Attendees will receive incisive analysis and predictions about a topic that dominates the headlines and has businesses around the world future-proofing their operations.The opening keynote will feature Rob Gaige, the global head of insights at Reddit, and the closing keynote speaker will be Matt Sanchez, president and COO of Yahoo. From 11 a.m. to 3:35 p.m., all sessions will be on individual tracks specifically designed for Campaign, MM+M and PRWeek’s audiences.To preview the third annual AI Deciphered conference are three editorial leads from Haymarket Media: PRWeek executive editor Frank Washkuch, Campaign managing editor Emmy Liederman and MM+M executive editor Jack O’Brien.Register here for tickets to the 2026 AI Deciphered conference and use promo code: POD100 for $100 off. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Chemistry Agency just acquired Boston-based creative and design agency Colossus, which expands its capabilities and establishes Boston as its fifth U.S. office. Leaders from both agencies are here to discuss the thinking behind the deal and the opportunities it creates for clients and employees. We’ll be covering Chemistry’s philosophy of radical optimism as an operating system, and how its commitment to experimentation, independence and creative ambition shapes its approach to growth.  campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Duolingo has turned guerrilla stunts and internet culture into a masterclass in earned attention — from crashing movie premieres and getting kicked out of arena concerts to faking their mascot’s death. But behind the chaotic green owl is a disciplined marketing engine built on high trust, lightning-fast execution and an obsession with taste.In this episode of Campaign Chemistry, Duolingo senior director of brand marketing Kat Chan pulls back the curtain on how the team moves at the speed of culture, drawing from her career across high-intensity environments at Red Bull, Tesla and Meta. She breaks down the sub-hour approval pipeline for breaking trends, how to grant creatives autonomy without corporate red tape, why "good taste" is an uncopyable moat and how to connect viral cultural relevance directly to bottom-line business growth. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The advertising industry stands at a pivotal inflection point. Media landscapes are fragmented, technology is moving faster than ever, and brand builders are forced to balance human-driven emotion with rigorous, data-led precision. Few leaders have navigated this evolving landscape with as much longevity and clarity as Marc Pritchard, chief brand officer at Procter & Gamble.In this episode of Campaign Chemistry, Marc joins editorial director Jameson Fleming and deputy editor Cecilia Garzella to reflect on the key principles behind P&G’s most iconic, culturally resonant campaigns and why staying relevant requires constantly unlearning old habits. He breaks down why the future of growth depends on dismantling traditional industry silos, how P&G is leveraging artificial intelligence to supercharge both creativity and productivity and what it takes to maintain a fresh leadership perspective in a rapidly shifting world. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of Campaign Chemistry, Cole Haan CMO and head of digital Krissie Millan explores a central challenge for heritage brands: honoring decades of craftsmanship while keeping pace with changing consumer expectations.From running a Tumblr account for Tiffany & Co. to enlisting celebrities to promote functional water, Millan traces the career journey that led her to Cole Haan and shares what it takes to steward an established brand in today’s tech landscape.We explore the fine line between retail tech innovation and consumer fatigue as Millan reveals how Cole Haan pairs its heritage with social-first campaigns to deliver value beyond price alone. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When the Sydney Opera House turned 50, the performing arts center needed to pay tribute to the bold, uncomfortable spirit that birthed it in the first place. Enter Droga5 and their acclaimed, award-winning 'Play It Safe' campaign featuring Tim Minchin.In this episode of Campaign Chemistry, host Jameson Fleming sits down with Mark Green, Global CEO of Droga5, to break down what it takes to produce creative work that breaks through the noise. Mark shares the story behind the Opera House campaign, reflecting on how creativity thrives in moments of adversity and why he believes Australian advertising punches above its weight on the global stage.The conversation dives deep into agency leadership, exploring Mark's experience navigating Droga5’s landmark integration with Accenture while keeping the agency's distinct culture and creative identity intact. From handling pitches and taking smart risks to attracting top-tier talent and drawing inspiration from music and broader culture, Mark offers an unvarnished look at what keeps modern agencies relevant. Plus, a special guest quest question from last weeks guest, Chaucer Barnes Chief Marketing Officer. Translation LLC. and UnitedMasters campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketing works when brands confront real business challenges while building cultural capital. In this episode of Campaign Chemistry, host Emmy Liederman sits down with Chaucer Barnes, chief marketing officer at Translation and UnitedMasters. They break down the changing CMO role, the critical shift toward sales-driven marketing and why honesty about industry failures is essential to building trust and authority.Barnes breaks down how agencies can build deeper compatibility with clients by focusing on dramatic turnarounds rather than routine maintenance. He shares actionable insights on the creator economy, urging brands to treat creators as potential brand founders rather than simple distribution amplifiers. Barnes reflects on the personal and professional anxieties facing today's marketers, and how uncertainty can drive bolder storytelling. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketing has never been more measurable, yet confidence in what's driving outcomes keeps falling. Privacy regulation, platform fragmentation and closed ecosystems have left real blind spots, and the biggest one is the market a brand can't see: prospects and non-customers who never show up in first-party data. That gap is widest at local and store level, where observed data thins out and most measurement is built around national media.Goodway Group and Arima have partnered to close it with synthetic population modeling. Paul Frampton-Calero, CEO of Goodway Group, and TS Kelly, managing director at Arima, unpack how Arima's The Synthetic Society models real-world populations without touching personally identifiable information, and how Goodway is applying it to sharpen local- and store-level investment decisions. They discuss why this follows Goodway's "Own less, orchestrate more" approach, partnering for best-in-breed data rather than building a proprietary black box, and what it means for the brands piloting it now.  campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The advertising industry is undergoing a massive shift—one where legacy relationships are fading and consumer expectations are changing. In this episode of Campaign Chemistry, the team dives straight into the latest industry drama surrounding PepsiCo’s sudden agency shift and what it signals for the competitive landscape against rival Coca-Cola.Editors Emmy Liederman, Jameson Fleming and Cecilia Garzella unpack the rising tide of brand controversies, exploring why missing diverse perspectives inside creative rooms leads to costly missteps. Plus, a look into the evolving Agency of the Year awards and why CMO-led judging shifts the focus onto measurable business impact. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.