Don’t Blink: Marketing by Turning Controversy into Growth with Craig Brommers

In this episode of Adspeak by ADWEEK, host Ryan Joe speaks with Craig Brommers, CMO of American Eagle, about how bold and polarizing marketing can translate into real business growth. Brommers breaks down the strategy behind American Eagle’s headline-grabbing celebrity campaigns, including how the brand gained over a million new customers by refusing to retreat amid social media backlash. The conversation explores risk-taking and crisis management, while exploring why data and not online noise should guide decision-making. From building momentum like a serialized show to tapping into cultural moments that resonate with Gen Z, this episode offers a clear playbook for modern retail marketers.

What You'll Learn:

• How to Build a Year-Round Holiday Marketing Engine by launching campaigns in August
• The "Don't Blink" Principle for Crisis Management
• Why Social Media Noise Is Often Just Noise
• Reserving 20-30% "Open-to-Buy" Marketing Capacity to react to cultural moments
• The Competitive Advantage of Leaning Into Americana Without Politics
• How to Sustain Momentum Post-Viral Campaigns

About the Guest:

Craig Brommers is the Chief Marketing Officer at American Eagle, with deep experience building iconic fashion and apparel brands. His career spans senior leadership roles at Calvin Klein, Gap, and Abercrombie & Fitch, where he became known for bold, culture-defining campaigns. A global, metrics-driven marketing executive, Craig blends creativity with commercial rigour to drive P&L growth, global consistency, and local relevance. He is passionate about purpose-driven brands, digital expansion, and building high-performing teams. Craig holds an MBA from UCLA’s Anderson School of Management.

Guest Resources:

• Craig Brommers on LinkedIn
• American Eagle Website

Hosted on Acast. See acast.com/privacy for more information.