Uncensored CMO7 Helmi 2024

The secrets to Super Bowl success with Michelob ULTRA's Ricardo Marques

Today we’re diving deep into the high-stakes world of Super Bowl advertising with a very special guest—Ricardo Marques, the VP of Marketing for Michelob ULTRA. Ricardo, a veteran with 19 years at AB Inbev and the marketing maestro behind Michelob ULTRA's growth. He is here to share his playbook on how to score big during the most anticipated advertising event on American television.

In this episode we get an exclusive look at how Michelob ULTRA prepares for the Super Bowl. Ricardo breaks down the importance of the Super Bowl as a platform, not just for audience reach but for creating conversations and excitement around the brand.

But is Super Bowl advertising really worth the investment? Ricardo weighs in on the multifaceted approach to this question, assessing the creative, the conversion, and the long game of brand relevance. Key performance indicators, the intricate balance of novelty versus authenticity, and the seismic impact of this year's Super Bowl on Michelob ULTRA's growth trajectory are all on the table.

Timestamps

00:00 - Intro
00:55 - Why the Super Bowl is such a landmark event for advertisers
03:07 - Ricardo’s background
03:56 - The best advertisers in Super Bowl history
05:05 - Michelob’s Super Bowl history
06:03 - Launch before game day, or on the day?
07:23 - Michelob’s Ad for 2024
10:04 - Is a Super Bowl ad worth $7m?
11:09 - KPIs for a successful Super Bowl Ad
11:48 - How involved are distributors in the process
12:50 - The 2024 Michelob ULTRA Super Bowl Ad with Leo Messi
16:14 - The briefing process for a Super Bowl ad
17:25 - Brand positioning for a more premium beer
18:39 - The core ingredients for a successful ad
21:02 - The impact of celebrities in ads
22:46 - Advice for people making their first big budget campaign
27:26 - Selling in the campaign internally
28:52 - Tying campaigns into global events
31:25 - Using AI in activations
33:57 - McEnroe vs McEnroe
36:35 - Lap Against the Legends
38:14 - Blind man commentating on NBA game
41:45 - How has the brand performed from the campaigns
42:38 - The secret to sustained success as a marketer
47:29 - Who is Ricardo supporting for the Super Bowl?

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(280)

20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless...

29 Heinä 1h 3min

How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of i...

22 Heinä 48min

The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood

Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing.Fresh from...

20 Heinä 49min

Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapi...

15 Heinä 41min

OpenAI on what every CMO needs to know about AI with BCG

In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what'...

13 Heinä 41min

Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on

For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an ...

8 Heinä 1h 26min

The Google approach to marketing in the age of AI (with Google and BCG)

In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to b...

6 Heinä 46min

The Startling Power of Surprise with Adam Morgan

Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Ca...

1 Heinä 45min