The WARC Podcast Cannes Day 2: Brand-building is so back
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Jun 17, 2025 JJ Healan is the VP of U.S. Marketing at McDonald's, where he focuses on consumer connections, while Rich Frankel serves as the Global Creative Director at Spotify Advertising, infusing creativity into B2B marketing. They discuss navigating the fragmented media landscape, emphasizing innovative strategies that blend physical and digital experiences. Healan shares how McDonald's engages Gen Z through gaming collaborations, while Frankel highlights the importance of personalized creative campaigns in B2B spaces, advocating for emotional connections to drive impact.
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Apply Consumer DNA to B2B
- Apply consumer brand DNA to B2B marketing to imbue campaigns with fun and relevance.
- Treat B2B campaigns like good advertising, focusing on fresh ideas and engaging execution.
Music Reflects Media Planners’ Mood
- Spotify crafted a B2B campaign reflecting media planners’ late-night, data-driven work routine.
- They matched energetic music to their mood, delivering a joyful, surprising experience.
Know Your B2B Community
- B2B marketing benefits from deep understanding of the community being targeted.
- Embedding marketing in existing industry workflows enables joyful and relevant brand moments.