“They view themselves as investors, not as consumers. ... “Amazon’s game is such a big deal,” says Jamie Gutfreund, a strategic advisor for Anzu.io, a marketplace for brands to buy in-game ads. In 2020, brands did something they’d never done before: They spoke up about race. A Hasbro representative confirmed that Jamie Gutfreund left the company to “pursue other opportunities,” but declined to comment further. While Gutfreund agreed brands gaining more corporate social responsibility and purpose is an important trend, what she believed younger consumers expect to see from brands is their world reflected the ad world. Slefo is also a veteran of the United States Army. They’re so attuned to being lied to, or sold to.”. That’s a huge new twist in marketing because they’re in control.”. JAMIE has 3 jobs listed on their profile. This could include a variety of body types, ethnicities, people who come from different economic groups and gender persuasions. Today's increasingly influential Generation Z demand realism and consistency and in brand control, according to agency's marketing leader. ... You might not think that Amazon requires a specialized partner, but its influence on consumer behavior, especially in the United States, is vast. Why would you make it look one way when the world is like this? Partner with Us Let’s disrupt together Get Started. “You used to have a scope, and it used to be very black and white. On March 19, 2011, CP24 introduced a weekend edition of CP24 Breakfast, hosted by Pooja Handa and Gurdeep Ahluwalia, George Lagogianes is the remote host and Nneka Elliott (who resigned on May 2, 2011, and was replaced by Jamie Gutfreund) delivers the weather forecasts. “I might be passionate about food, so I’m going to find all sorts of content around food and develop relationships with people I don’t know, but I feel I do because we share this passion,” Gutfreund explained. “There is a … “At the moment, so many organisations have data in silos – your analytics here, social listening over there, customer data in another place and none of these are talking to each other. “They have confirmation bias and that’s having a lot of impact – they’re relying on themselves more, they’re more practical. But Gutfreund is quick to point out building such insights from data is still in its infancy for most brands. But, as we keep being reminded, this is the new normal. • Jamie Gutfreund, Chief Consumer Experience Officer, Hasbro • Jean Noël Kapferer, Professor, HEC Paris • Kevin Marshall, Creative Director of Global Packaging and Content, Microsoft . Gutfreund will be based in Pawtucket at Hasbro’s corporate headquarters and report to John Frascotti, President and Chief Operating Officer. But actually this group of men’s biggest purchases were of Barbies, Disney, Huggies – they’re big family spenders. Crucible doesn’t have in-game ads, but Gutfreund sees potential, as marketers have found wild success with Fortnite. Jamie Gutfreund Chief Marketing Officer at MGA Entertainment Los Angeles Metropolitan Area. “Crucible represents a 3D environment of creativity, plus all of the data and measurement to boot,” she says. Maturing in a post-9/11 world amid a challenging economy, violent news stories, and a chaotic media environment, Generation Z looks not for perfection … “They will see all the data in a way that no one else can.”. Yet we also have the opportunity to create something else. “The nature of campaigns has always been about mass reach, mass frequency. The trick is that there’s a fine line between relevant and creepy, Gutfreund said, adding that younger generations are very sensitive to their data. “For younger consumers, that is how it has to be because that is what they see. “As a Gen X, I don’t expect anything to work – I expect to buy something and have the price cheaper somewhere else because that’s how it was when we grew up. You still need reach and frequency – I don’t buy TV is dead – but you need to balance it, accentuate it, have a laser focus in some places, and you need to adapt your creative. “They expect marketing to reflect the world they’re living in, as opposed to a model getting out of a car, putting on lipstick with her hair blowing in a cornfield. One huge shift with consumers today is the significant impact of word of mouth – both in terms of what it means today, and its power on brand perceptions. “You have to be OK with things not always being successful.”, Sense of humour: And don’t forget to have humility and laugh at yourself, Gutfreund said. Hasbro poaches Wunderman Global CMO Jamie Gutfreund | Ad Age VP and principal analyst and senior analyst, Forrester. Speaking to CMO during the recent Marketo Marketing Nation Summit, the agency’s marketing leader, Jamie Gutfreund, said the biggest shift in marketing today is the accessibility of data. “Especially as the worlds of data and creative collide, there are these vend diagrams of information that nobody knows.”, Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu. As Global CMO, Jamie Gutfreund leads Wunderman’s global marketing and communications initiatives. View the profiles of people named Jamie Gutfreund. In the newly-created C-level position, Gutfreund will lead the design and … Players select heroes with unique abilities and work together to tackle objectives including slaying large monsters or battling other players in an attempt to be the last competitor standing. The study reported Gen Z now represents 25 per cent of the US population. Like other streaming platforms, Twitch has seen a surge in viewership during the COVID-19 pandemic, with more than 3 billion hours watched during the first quarter of this year—a first for the company, according to data compiled by Streamlabs, a software provider for streaming services. “When those people tell me about a food or restaurant I should try, that recommendation is going to be very powerful. I’m not just buying a product, I’m investing in your brand, so if you don’t know I bought something from you, it’s disrespectful. Amazon is promoting its game through its streaming platform, Twitch, by having popular streamers such as KillyKAPOWsk or EvilToaster showcase game play to fans prior to its May 20 release. Activate your account. I don’t think it’s because – at least from a younger’s perspective – they want brands to be crusaders. You may unsubscribe at any time. They can get an insight and then tell a story from it.”. Membership is free, and your security and privacy remain protected. Through her work on the Cassandra Report and extensive experience in digital content and commerce, Jamie Gutfreund has drawn up a full personality profile for the people who will soon be ruling the world: Generation Z. Jamie Gutfreund News Anchor & Reporter for CP24. Jamie Gutfreund is recognized internationally as a dynamic and motivating catalyst. The initiative saw Wunderman undertake social listening and discover 2 million March Madness fans. All rights reserved. Partnering with Wunderman’s leadership team, Jamie is responsible for building innovative programs to drive awareness of Wunderman’s unique blend of creativity and data. Work in tandem with Canada’s largest platform in tech, innovation and sustainability to ignite change and inspire big ideas. “Opportunities pop up or needs you didn’t anticipate and it requires a lot of conversation. “Amazon has the God-like ability to see what everyone is playing through Twitch and they know what everyone is buying,” says Gutfreund. Should your business go back to the future. Twitch is an amazing platform to connect with gamers but, at the end of the day, the games win out.”. Then on the other side you had direct marketing, and that was about sending a piece of paper to your zipcode,” Gutfreund continued. Jamie Gutfreund is Global CMO at Wunderman in New york, United States. This includes establishing Hasbro’s new internal creative agency, Slingshot, which takes a data-informed approach to content, commerce and consumer insights. “Meanwhile, there's much to be said about Fortnite's 350 million users and 3.2 billion hours of playtime in April alone." They do believe brands have a better chance of making the world better than politicians or government, but it’s more about consistency. “Gen Z want truth and realism, they don’t want perfection,” she said. Gutfreund was appointed CMO at Wunderman last September, and previously with the Deep Focus agency. View JAMIE GUTFREUND’S profile on LinkedIn, the world’s largest professional community. ABN 14 001 592 650. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? This is a generation that wants hyper realism. But it’s consumer expectations of how brands use data to make their experience more efficient and interesting that’s the important thing for marketers to realise, she said. Interview with Jamie Gutfreund, Global CMO, Wunderman. I talk to everybody in as many industries I can and read as much as I can that’s not obvious.”, Bravery: CMOs also have to be brave. “Younger consumers are growing up in an era of almost perfect information. Publishing Partner; Latest. “Amazon is closely modeling their approach more like an Oscar contending film versus a summer blockbuster,” says Erb regarding Amazon's marketing. See the complete profile on LinkedIn and discover JAMIE’S connections and jobs at similar companies. Gutfreund labelled these types of connections ‘elationships’. That might be enough to spell success for Amazon. Jamie helps business leaders go beyond pure data driven analysis to provide a platform and methodology for understanding the “why” behind young consumers’ preferences, attitudes, and actions. You need to know who I am, what’s important to me, my values and passions, then you need to communicate with me in a way that makes me feel like you get the whole package.”. Halle Capital Management, +6 more View our privacy policy before signing up. Younger consumers see very little advertising unless they choose to, Gutfreund said, a power first exercised by millennials as teenagers, but something that’s instinctive to Gen Z. Jamie Gutfreund blew the Council of Fashion Designers of America (CFDA) Membership away with her insightful, and oftentimes hilarious, approach to engaging consumers. Hasbro, Inc. announced that Jamie Gutfreund will be joining the company as Chief Consumer Experience Officer (CXO) on April 15, 2019. This is the world we created. Games similar to Fortnite, such as Apex Legends, briefly dethroned video-game phenomenon Fortnite strictly from popular streamers playing the game on Twitch. Craig Flanders explains. And with Gen Z, it’s the key to any sort of engagement. Bespoke Partnerships. At the same time, marketers must understand the business rationale for their organisation’s products and services in customer terms, and make ensure consumer experiences are consistent internally and externally. They also assumed the information you had about the person you’re trying to reach was enough to capture their attention, and if you had a good jingle and good creative, that was plenty. It’s really challenging,” she said, noting organisational silos as the biggest enemy of marketers wanting to execute successful campaigns today. ‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. “You’d think March madness is mainly about men, so from an advertising point of view, you’d position beer, trucks, insurance. Gutfreund visited Wallis Annenberg Hall for a noon journalism forum hosted by School of Journalism Director Willow Bay, and discussed everything from citizen “They have no confidence in government, politicians or brands,” Gutfreund said. Marketers should take notice, experts say, as video games have evolved from niche to the next social network for GenZ. This is seeing the nature of campaigns shift from passive interactions to participatory ones. “If you understand why people behave the way they do, it’s like a secret weapon, you just have to use your powers for good not for equal.”. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. That was a fascinating insight. “It’s the quality of the games and the experiences that matter. That’s a campaign and where influencers come in for marketers, as well as understanding the medium.”. Still, being Amazon and owning Twitch won’t necessarily spell success, says Erb. This man wh*re started off as a receptionist and worked his way up by sleeping with his 50 year old haggard boss and now days while he is supposed to be reporting “weather” he spends most of his time on the job trying to … Today’s increasingly influential Generation Z not only demands consistency from brands, they also expect marketers to know who they are, their passion points, interests and values – then reflect these accurately, Wunderman’s global CMO claims. Jamie Gutfreund Global CMO Wunderman. By Sudipto Ghosh On Sep 1, 2017. See what Jamie Gutfreund (jamie_gutfreund) has discovered on Pinterest, the world's biggest collection of ideas. Reproduction in whole or in part in any form or medium without express written permission of IDG Communications is prohibited. Even before I had a word for it, I had the feeling of attraction mixed with an awful feeling of guilt and isolation. That’s the filter for brands to apply. Tied to this is the need for a consumer’s passions to take centre stage when developing content and brand messaging as consumers seek brands to better understand who they are, not just what they represent. Apex Legends has since garnered a strong following, capturing more than 70 million players a year after its debut. A similar brand could get a real advantage in advertising because there are none of those brands marketing to that audience.”. That’s a key thing,” she said. Copyright 2021 IDG Communications. “If you’re trying to do something different, you have to try and find ways you haven’t done things before,” Gutfreund said. Now it has to be more discovery and partner,” she said. 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About us | Contact us | Privacy Policy | RSS “Amazon’s game is such a big deal,” says Jamie Gutfreund, a strategic advisor for Anzu.io, a marketplace for brands to buy in-game ads. Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more. “You don’t know where your next idea is going to come from, who you’ll learn from. Amazon will soon become the latest player entering the online competitive shooter arena with Crucible, a video game it has spent the past six years making and one that takes direct aim at EpicGames’ Fortnite. One common request from clients now is that Wunderman staff become embedded in their offices. Like Fortnite, Crucible is a free-to-play multiplayer shooter. As a result, part of the skillset for marketers over the next couple of years is to become “part lion tamer, part magician”, Gutfreund said. Yes they’re digital natives, but the insight is they’re growing up with the world at their fingertips, and they control how and when they are going to engage with brands. “Jamie is a well-respected and highly creative digital marketer and I am thrilled to welcome her to the Hasbro family.” Gutfreund joins Hasbro from Wunderman Thompson, a WPP Company, where she served as Global CMO and helped to establish the firm’s reputation as a dynamic global digital organization. “There is a Fortnite fatigue that has been happening for a while and there’s a hunger for what’s next.”. Jamie … When it comes to brand, they expect consistency and realism, not authenticity.”. “I’ve always been fascinated with the connection between how people are impacted and influenced by digital, and how that translates to how marketers can talk to them in different ways,” she said of her work and area of expertise. During her presentation, Gutfreund outlined fresh research conducted by Wunderman in partnership with Berggruen Institute and conducted by Penn Schoen Berland, which showed 84 per cent of Gen Z respondents are pessimistic about the way the world is going. Jamie Gutfreund is Former Chief Consumer Experience Officer at Hasbro Inc. See Jamie Gutfreund's compensation, career history, education, & memberships. As an example of Wunderman’s work on the data insights front, Gutfreund described a project around the US March Madness basketball series, using the agency’s Zipline DMP offering. “It’s not what they said in the financial report, it’s more about the experience.”. Tubular Labs added Jamie Gutfreund, ex-chief strategy officer of CAA, and former BuzzFeed president Greg Coleman to its board of directors. Are you a print subscriber? “They are focused on organic user growth and driving awareness and acceptance similar to executing a PR strategy versus buying a Super Bowl ad.” THE DIRTY ARMY: Nik, this sloot Jamie Gutfreund thinks he is the MAN about town just because he has some 40000 dollar a year job as a local weatherman. Gutfreund became global CMO of what used to be just Wunderman, the world’s first direct marketing agency, in 2015 before it merged with JWT in November last year. Financial report, it ’ s the quality of the day, the East! Or sold to. ” that Twitch will serve as a critical vehicle in driving gamers to pick up Crucible labelled! Because there jamie gutfreund partner none of those brands marketing to that, the games and the experiences matter... Almost perfect information and New Zealand channels are so different and they ’ re family. And your security and privacy remain protected 70 million players a year its! 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