Source[De]coded – 🫥 When Did Marketers Stop Being Creative?

Go beyond tradition, reevaluate AI budgets, and commit to your mission

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Hey all,

Coming to you live(ish) from Cannes where the rosé is cold, the yachts are extra, and the conversations are actually…pretty damn inspiring. There’s a lot of talk here about where creativity fits in a world obsessed with performance and AI. The consensus from the smart folks I’ve been talking to is clear. Creativity still matters. A lot. More than ever. 

This week’s newsletter is right on theme. Stitch Fix is reinventing their platform by leading with community. RXBar is cutting through the noise with a Chrome extension that blocks jargon (yes, really). And CMOs are going all in on AI, but doing it with focus, not fluff.

If you’ve been feeling like your marketing could use a reset, consider this your nudge. The brands winning right now are the ones leaning into empathy, creativity, and a clear point of view.

Shameless plug if you want more from the Croisette, I’ve been posting daily recaps over on LinkedIn. Check them out and let me know what you think.

Catch you next week…sunburned but inspired.

More Greg this week (but still very much Becky ♥️)

Go beyond tradition: How Stitch Fix’s brand platform pivot is helping drive transformation

https://www.marketingdive.com/news/how-stitch-fixs-brand-platform-is-helping-drive-transformation/749020

TL;DR: Stitch Fix has been working to help ease consumers’ stress of looking for new clothing since 2011. But now, led by new CMO Debbie Woloshin, they’re pivoting to combat revenue decreases in recent years. The pivot includes a rebrand, reimagining of the client experience, and launch of a new brand platform including support groups and original video content.

Takeaway: Woloshin’s vision uses real client stories to humanize tech-driven styling and turn Stitch Fix’s famous sartorial data insights into reliable narratives. By leaning into community engagement (something to consider at both small and global scales), modernizing the user experience, and creating omnichannel content, Stitch Fix is proving that blending empathy with innovation can provide a significant boost. And so far, the updates show a 17% bump in engagement and 67% surge in content watch time… so maybe it’s worth trying out something new to revitalize a struggling brand. 

Consider:

• How can you transform the customer experience to address real customer pain points with your own unique solutions?
• Are you leveraging AI and social insights together to deliver both personalization and storytelling that resonates?

Reevaluate your AI budget: CMOs are increasing AI investments

https://www.marketingdive.com/news/cmos-increase-ai-investments-heres-what-the-numbers-say/749844

TL;DR: A new report from Boston Consulting Group (BCG) found that 83% of CMOs now view AI positively, a five point increase from the year prior. Alongside that, CMOs are upping their AI investments with 71% of marketers planning to invest at least $10 million in generative AI over the next three years, up 57% from a year prior.

Takeaway: Marketing teams (and their leaders) are moving beyond using AI tools as a novelty by integrating them into internal processes, using it for smarter working practices, and optimizing campaigns in real time. That said, while CMOs are working on scaling adoption, the best implementation brings exactly that… scale. Don’t just expect AI solutions to solve your every problem. For example, the ability to create content quickly with AI can lead to useless keyword-filled content overload. Successful use of AI balances thoughtful, personalized approaches that sometimes show restraint, ensuring that the investment works in the long run without adding extra chaos.

Consider:

• How can your organization invest in AI tools while avoiding delivering surface-level, unhelpful solutions (ex. cheap content overload)?
• What cross-functional workflows (i.e. with sales, customer service, product teams) need to be in place to ensure AI-driven campaigns are effective, cohesive, and customer-centric?

Commit to your mission: RXBar’s new Google Chrome extension lives up to their ‘no B.S.’ goal

https://www.marketingdive.com/news/rxbar-scrubs-corporate-jargon-social-feeds-battle-against-bs/749336

TL;DR: Protein bar company RXBar has stayed true to its commitment to being the “Proud Sponsor of No B.S.” with its latest launch of a Google Chrome browser extension that removes corporate jargon from social media. The B.S. Feed Filter scans the user’s network for common buzzwords (ex. “disruptor”) and blocks out the fluff.

Takeaway: Too often, brands forget that they can stay committed to their message while having fun. RXBar’s commitment to ‘no B.S.’ helps drive home their product’s commitment to clean, simple ingredients with nothing unnecessary. Their campaign lands because it’s another cheeky yet meaningful extension of the brand, and it invites users to take the next action. We’re big fans of unique tools around here (we’ve even built our own similar ‘cringe-o-meter’ to identify press release B.S.) as they’re a low-cost, high-impact way to reiterate your brand values and differentiate your brand from the market.

Consider:

• What could your brand’s version of this look like? Imagine your brand’s playful tool or utility that leans into creativity while reinforcing your brand values.
• How might co-creating campaign elements with your audience deepen authenticity and engagement?

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