Brands Tap โInto ‘Real-Time’ Marketing for Authentic Engagement, Industry Leaders Reveal
NEW YORK – October 10, 2024 – A new wave of marketing success hinges on brands’ ability to react and build โฃuponโค spontaneousโ moments, turning organic interactions into lasting campaigns,โ according to insights shared at a recent industry event. Leaders from MassMutual, Acast, and โMonks detailed how embracing “real-time” strategies – fueled by curiosity and a willingness to experiment – is driving โgenuine connection with consumers.
The shift represents a departure from rigidly planned campaigns, instead prioritizing agility โขand responsiveness. โค”The great marketers of the โfuture will be the most curious people, theโ ones that just constantly โฃwant to learn,” explained James Stephens, Global Head of Brand at Monks, encapsulating theโค core beliefs driving this evolution. This approach isn’t about โคchasing trends, but about recognizing and amplifying authentic moments as they arise.
One exmaple highlighted the success of MassMutual’sโ integration with the Boston Red โคSox. Kristin Lane,Head of Brand Marketing andโฃ Customer Growth at MassMutual,described how the company leveraged โits logo’s five dots to create aโฃ live ball and strikes โcounter on the scoreboard. “Iโฃ love signs that doโ things and animate and have a meaning,” she said.”When โฃwe put the MassMutual sign over the Red Soxโ scoreboard, the fansโ just got it. They loved it.” โ
The power of organic connection โwas โคfurther illustrated by a branded podcast collaboration between Acast, U.K. soccer player Peter Crouch, andโ Brew dog beer. Greg Glenday, CEO of Acast, recounted how Crouch’s casual mentions of Brew Dog asโข his favorite beer โon his podcast led to an invitation to record aโค new podcast at โค the โคbrewery. This evolved into Brew Dog creatingโฃ a beer specifically for Crouch,called LaOut (a combination of lager and stout). โ”That’sโ his brand that theyโค now sell,” Glenday said. “The first batch soldโ out. It was supposedโ to beโค a gimmick, โand now it’sโ a real โขthing.”
These examplesโฃ demonstrate a common thread: identifying โขexisting conversations and organically โขinserting the brand in a way that feels natural and valuable to the audience. The key, industry leaders suggest, is not forcing a narrative, โขbutโฃ listening, learning, and responding with genuine creativity.
Featured Conversation Leaders
* Kendra Barnett,Senior Tech Reporter,ADWEEK
* โFlorina Manusis,Executive Director,Media and Influencer โฃMarketing,North โคAmerica,Estรฉeโ lauder
* Linda Cronin,EVP,Media,Monks
* โGreg Glenday,CEO,Acast
* Kristinโ Lane,Head โof Brand Marketing and โcustomer Growth,MassMutual
* Emily Kirkpatrick,VP,marketing Chief of Staff,Shipt
* Kirk McDonald,CEO,Sundial โMedia & Technology Group
* James stephens,Global Head of Brand,Monks
* โขRona Williams,Senior Director,Strategic Innovation,Bragg Liveโ Food Products
