Patrick McLean

Modern CMOs are transforming into revenue-driven strategists who integrate marketing, communication, and finance to navigate crises, cultural changes, and cost challenges effectively.

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Tariffs continue to create ripple effects for businesses, and the swirl of tariff-related news is constant. My Padilla colleague Amy Fisher, APR articulates a smart communications approach to this environment in this Minneapolis/St. Paul Business Journal (MSPBJ) piece. https://lnkd.in/gdPsi7hQ #tariffs #issuesmanagement #crisiscommunications #strategy

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CMOs Are More Focused On Growing Revenue Than Brand Awareness https://lnkd.in/g8jyVmuY Chief marketing officers are increasingly prioritizing direct revenue outcomes over traditional brand awareness efforts, influenced by economic pressures, performance measurement demands, and AI‑enabled tracking. This shift reflects a need for more measurable impact on business performance, with revenue growth becoming a leading strategic metric for modern marketing leaders. #CMOInsights #RevenueGrowth #MarketingStrategy #BrandVsPerformance #BusinessImpact #DataDrivenMarketing

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Kroger Just Unlocked the TV and Audio Ad Market for small and medium sized brands. Generally, CPG giants with dedicated in-house programmatic teams have been able to take advantage of first-party data supported Connected TV (CTV) and streaming audio.  However, without significant resources, smaller and mid-sized brand were stuck on the outside looking in. Until Now. Kroger Precision Marketing (KPM) just unlocked the door for challenger brands of all sizes. They recognized the critical gap : Brands want to leverage streaming media but lack the expertise and / or resources for complex programmatic buying. Kroger’s solution?                                                          They’ll do the heavy lifting for you. KPM’s in-house experts will activate and manage your campaigns across premium platforms like Roku, Paramount+, Pandora, and iHeartRadio. The Secret Weapon: Selling Outcomes, Not Impressions. KPM isn't just selling ad slots; they're providing the data-powered precision that's impossible to replicate independently. -Precision Targeting: Using Kroger’s first-party loyalty card data for unrivaled accuracy. -Guaranteed Measurement: Every campaign provides closed-loop measurement, including ROAS, sales lift, and the direct impact on dollar and unit sales. -The Proof: A campaign using this data achieved a 5.5% increase in sales by targeting lapsed Neutrogena buyers on Roku. This is a strategic play that democratizes access to high-value media channels. If you've viewed CTV and streaming audio as out of reach, the door is now open. ➡️ See the full strategic analysis on how KPM is weaponizing its data for the masses and creating a lifeline for challenger brands (Link below and in the first comment!)

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AI is forcing media executives to re-evaluate the concept of trust in brands. Consumers no longer trust a media brand. We can thank the Chicago Sun-Times for the most "famous" example of why: https://lnkd.in/eZmQeXEW. Instead, media consumers will trust individual people at media brands. But trust needs to be built and cultivated. What can a media brand do? Elevate the profiles of the hard-working individuals who report and provide expert analysis of the news. Put their names, faces and signatures in newsletters. Record talent-driven podcasts. Be more human and allow personalities to shine. Today it is only the individual reporters, contributors, editors, and analysts at a media brand who can build and retain reader trust.

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 In the telecommunications race, the battle for market share isn’t just fought on airwaves, it’s fought in the mailbox. For national brands, the challenge is cutting through digital noise while reducing churn. Our President, Dina Kessler, recently shared insights on why direct mail remains the "anchor" of a successful omnichannel strategy in 2026. From hyper-personalization to automated retargeting, we’re showing how data-driven print scales telecom growth. Is your current strategy working as hard as your network? Read the full insight here: https://lnkd.in/eyzauxVP #TelecomMarketing #DirectMail #Omnichannel #GrowthStrategy #KesslerCreative #DataDriven

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