🔊 Content marketing during a global pandemic

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Plus, Merkle gets a new CEO, Tinuiti’s new executive VP of media, and TikTok recruits a Hulu exec.

Apr 28, 2020

Good morning Marketer, let’s be honest:

Creating brand content during a global pandemic isn’t easy – and it’s certainly not on anyone’s shortlist of experiences. Brands now have to rethink their customers’ priorities to determine what’s worth communicating, while balancing marketing goals with customer empathy.

As a result, businesses are all pushing nearly identical messaging across site banners and emails. The content din makes it more difficult for audiences to discern one brand from the next. Despite these new challenges, there is guidance for brands that seek to continue serving and engaging their customers. For example, businesses whose services or products do not explicitly lend themselves to the crisis can still find opportunities by exploring the thoughts, emotions, and challenges that their audiences may be facing right now.

On Live with Search Engine Land last week, Meghan Keaney Anderson, CMO of HubSpot, Amanda Milligan, marketing director at Fractl and Lee Odden, CEO of TopRank Marketing, shared some of the lessons they’ve learned while working with clients and marketing their own agencies. They talk about what brands should be communicating at this point, how to convey the right tone, how brands can identify and evaluate content marketing opportunities, and what KPIs to use for measuring success in a global crisis.

There’s more to read below, including a look at which executives are on the move in our industry.

Taylor Peterson,
Deputy Editor

On the Move

Merkle gets a new CEO, Tinuiti names executive VP of media, TikTok recruits a Hulu exec

Last week, performance marketing agency Merkle announced the appointment of Craig Dempster to global CEO, starting June 1, 2020. Dempster has served as president of Merkle Americas since 2017, leading the organization’s service lines including customer relationship management (CRM), enterprise technology, data, analytics, performance media, user experience, performance creative, promotion and loyalty solutions, and customer strategy. David Williams, the founder and soon-to-be-former Merkle CEO of 34 years, will maintain his place as chairman of Merkle and CEO of Global CRM Group for Dentsu Aegis Network (Merkle’s parent company).

Tinuiti, an enterprise marketing agency that services clients across Google, Facebook and Amazon, has named Obele Brown-West as executive vice president of media. In the newly created role, Obele will be responsible for leading the agency’s media team to drive client growth. Obele joins Tinuiti from Weber Shandwick, where she most served as EVP of their digital practice across the Americas. An experienced digital authority, Obele has earned recognition from PR Week’s “40 Under 40,” The Holmes Report’s “Innovator 25,” and PR Week’s “Innovator 50.”

TikTok has scooped up Hulu’s former vice president of brand marketing and culture, Nick Tran, naming him head of marketing for North America at TikTok. The announcement follows another recent executive exit from Hulu, Peter Naylor, who left Hulu as head of ad sales to serve as Snap’s first vice-president for the Americas. At TikTok, Tran will oversee brand marketing, campaigns, and social activity for the company.

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