Uncensored CMO How SAS went from performance to brand - Jenn Chase
Jan 28, 2026
Jenn Chase, CMO of SAS and 27-year company veteran, led the shift from performance-led to brand-led marketing. She discusses launching SAS’s first brand campaign in 25 years. Topics include using humour and memorable brand devices, partnering with finance to prove long-term value, the Liverpool FC sponsorship, and practical uses of AI to boost marketing productivity.
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Measure Brand With Hybrid Metrics And Clean Rooms
- Measure brand with aided/unaided awareness, NPS, social engagement and website traffic while building analytics to link exposure to revenue.
- Use clean-room studies and market-mix modeling to quantify brand lift on win rates and pipeline.
Pink Cubes And Ball Pits As Brand Devices
- The new SAS campaign uses playful visual devices: a pink cube representing Viya and white balls for overwhelming data.
- The team turned the idea into experiential executions like ball pits at events to create memorable, global brand moments.
Liverpool Sponsorship Was A Strategic Bet
- SAS signed a multi-year partnership with Liverpool FC to be their global AI marketing automation provider.
- The deal is data-driven: Liverpool's fandom indexes highly against SAS's tech and decision-maker audiences and the club uses SAS for fan engagement.
