Brands Tap Into ‘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 upon spontaneous moments, turning organic interactions into lasting campaigns, according to insights shared at a recent industry event. Leaders from MassMutual, Acast, and Monks detailed how embracing “real-time” strategies – fueled by curiosity and a willingness to experiment – is driving genuine connection with consumers.
The shift represents a departure from rigidly planned campaigns, instead prioritizing agility and responsiveness. ”The great marketers of the future will be the most curious people, the ones that just constantly want to learn,” explained James Stephens, Global Head of Brand at Monks, encapsulating the core beliefs driving this evolution. This approach isn’t about chasing trends, but about recognizing and amplifying authentic moments as they arise.
One exmaple highlighted the success of MassMutual’s integration with the Boston Red Sox. Kristin Lane,Head of Brand Marketing and Customer Growth at MassMutual,described how the company leveraged its logo’s five dots to create a live ball and strikes counter on the scoreboard. “I love signs that do things and animate and have a meaning,” she said.”When we put the MassMutual sign over the Red Sox scoreboard, the fans just got it. They loved it.”
The power of organic connection was further illustrated by a branded podcast collaboration between Acast, U.K. soccer player Peter Crouch, and Brew dog beer. Greg Glenday, CEO of Acast, recounted how Crouch’s casual mentions of Brew Dog as his favorite beer on his podcast led to an invitation to record a new podcast at the brewery. This evolved into Brew Dog creating a beer specifically for Crouch,called LaOut (a combination of lager and stout). ”That’s his brand that they now sell,” Glenday said. “The first batch sold out. It was supposed to be a gimmick, and now it’s a real thing.”
These examples demonstrate a common thread: identifying existing conversations and organically inserting the brand in a way that feels natural and valuable to the audience. The key, industry leaders suggest, is not forcing a narrative, but listening, learning, and responding with genuine creativity.
Featured Conversation Leaders
* Kendra Barnett,Senior Tech Reporter,ADWEEK
* Florina Manusis,Executive Director,Media and Influencer Marketing,North America,Estée lauder
* Linda Cronin,EVP,Media,Monks
* Greg Glenday,CEO,Acast
* Kristin Lane,Head of Brand Marketing and customer Growth,MassMutual
* Emily Kirkpatrick,VP,marketing Chief of Staff,Shipt
* Kirk McDonald,CEO,Sundial Media & Technology Group
* James stephens,Global Head of Brand,Monks
* Rona Williams,Senior Director,Strategic Innovation,Bragg Live Food Products
