MARKETING MASTERCLASS: Here’s how the top CMOs in the world are driving results

• The $221 billion US ad industry is being upended by the rise of digital ad giants, fragmented consumer attention, and marketers’ ever-increasing pressure for results.
• Business Insider regularly interviews the chief marketing officers leading some of the world’s best known brands through this challenging landscape.
• You can read them all by subscribing to BI Prime.

Here’s a list of some of the recent chief marketing officer interviews published by Business Insider:

• American Express CMO Elizabeth Rutledge on why companies are bringing marketing back in house.
• Anheuser-Busch InBev CMO Marcel Marcondes on keeping up with consumers’ changing tastes.
• Bank of America’s chief marketing officer Meredith Verdone on why the traditional agency operating model needs a face-lift.
• Burger King global chief marketing officer Fernando Machado on why he doesn’t buy into the consulting firm hype.
• CVS chief marketing officer Norman de Greve on how balancing what customers want with what’s good for their health.
• Dunkin’ North American marketing chief Tony Weisman on how Dunkin’ gets its agency, consulting, and tech partners to work together.
• Facebook’s Antonio Lucio on how the social media platform is trying to restore trust with users.
• Lowe’s Jocelyn Wong unveiled the home retailer’s plan to break Home Depot’s dominance.
• GE’s Linda Boff on why the company has started dipping its toes into programmatic advertising after avoiding it for years.
• The Hershey Co.’s Jill Baskin on how the company’s in-house agency, C-Sweet, has boosted return on media spend and cut overhead.
• Hulu’s Kelly Campbell broke down the platform’s pitch to advertisers, and explained how it differentiated itself from others.
• Procter & Gamble chief brand officer Marc Pritchard on how P&G has overhauled how it works with agencies, reducing media waste by 20% and saving upwards of $1 billion in agency and production fees.
• Kraft Heinz’s former global brand officer and US chief marketing officer Eduardo Luz explained why he’s still bullish on the Kraft and Oscar Mayer brands despite the company taking a $15 billion write-down on them.
• Liberty Mutual chief marketing officer Emily Fink on how the company slashed its agency costs 30% by bringing 80% of its creative work in-house.
• Mastercard chief marketing and communications officer Raja Rajamannar on how the brand uses data to inform its marketing, stays culturally relevant, and holds Facebook and Google accountable.
• MedMen chief marketing officer David Dancer on the challenges of marketing marijuana and why education is a key pillar of its strategy.
• MTV CMO Jacqueline Parkes on building hype around revivals of “The Hills” and “Jersey Shore,” and the network’s turnaround effort under Chris McCarthy.
• Pepsi VP of marketing Todd Kaplan on diversifying beyond sugary soda and keeping a finger on the cultural pulse.
• Shake Shack’s first CMO Jay Livingston on how he’s using his angel investing and film production background to inform his plans to grow the burger chain.
• Uber’s former marketing chief Rebecca Messina on how Uber could be a 21st century icon.
• Unilever’s former chief marketing officer Keith Weed on how the company has proven the business case for operating sustainably.