Collaboration Will Drive Marketing’s People-first Future Success and More – The CMO Whisperer’s Friday Fast Five

If it’s Friday, it’s time for the Friday Fast Five. A curated group of five recent articles CMOs – and all marketers, advertisers, business leaders etc., should be aware of… and why.   


  1. Collaboration Will Drive Marketing’s People-first Future 

Source: Ad Exchanger 

Why you need to read it: As I recently wrote, the Third Party Cookiepocalypse Is Fast Approaching. Or as the writer of the Ad Exchanger piece quite directly puts it: “We’re now entering a critical phase for the future of the open internet. Google’s cookie deprecation project is finally shaping up to become a reality in 2024.”  

What you need to learn from it: After you acknowledge that yes, this time it appears to be for real; that Google is in fact going to eliminate 3rd party cookies, you will learn that there are things you can do right now to plan for that eventuality. Note: This is a sponsored post so be prepared for the obligatory sales pitch but agnostic of that, it’s a good piece worth reading.  

Click here to read the full article. 

TL;DR: “The key to the future of digital advertising is collaboration with other organizations that have the crucial customer insights needed to target and measure campaigns.” 


  1. The Crucial Role of Leadership and Communication at a Toxic Workplace

Source: YourStory

Why you need to read it: Whether you’re in a leadership role or not, you need to read this because everything the writer touches on affects everyone. There are things we can all do if we find ourselves in a toxic workplace environment.  

What you need to learn from it: If you are in a leadership role you need to have skills for transparent communication, recognizing and rewarding positive behavior, active listening and many, many more to avoid creating a toxic workplace. And if you are NOT in such a role, understanding all of these is vital for if they are not present, it is your responsibility to bring them up across the appropriate channels.  

Click here to read the full article. 

TL;DR: Toxic environments can have a detrimental impact on the overall success of an organization. And while leaders “play a crucial role in setting the tone and culture within an organization” it is everyone’s responsibility to avoid this type of culture.  


  1. Study Shows Strong Consumer Support for LGBTQ+ Representation in Advertising

Source: The Drum 

Why you need to read it: It is hardly hyperbole to say that this is one of the most polarizing topics in the world of marketing and advertising. No matter what “side” you fall on when it comes to this topic, the fact is a great number of consumers have very strong feelings on it.  And since theirs is and always should be the ONLY opinion that matters, you need to read this.  

What you need to learn from it: The article shares the results of a survey conducted among a diverse group of US consumers aged 18 and up. The findings bear out the use of the word strong when it comes to the level of support. For example, 77% of the general population are comfortable with gay and lesbian representation in ads, while 22% are not comfortable. Another 74% of the general population are comfortable with transgender representation in ads, while 26% are uncomfortable.  

The fact is diverse advertising has the power to make people feel seen and translates into greater commercial effectiveness when executed properly. We, in partnership with The B2B Institute at LinkedIn, BBDO and Salesforce released a report that highlights which brands and agencies are getting inclusive advertising right and how to develop diverse ads that elicit positive emotions among viewers to drive long-term market share growth. 

Read Feeling Seen USA plus watch the webinar that reinforced our findings, here 

Click here to read the full article. 

TL;DR: Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support. 


  1. Is It Time We Stop Saying AI?

Source: Forbes

Why you need to read it: What’s the best way to get someone to click on an article? Put AI in the title. Of course, that is NOT why I recommend you read this article. You need to read it because the writer poses a highly intriguing query: The widespread and perhaps indiscriminate use of the term is raising a question: Is it time we stop saying “AI”? The use of the word indiscriminate is thought-provoking all on its own.  

What you need to learn from it: AI, as the writer very astutely points out, is NOT a magic bullet. It is a tool and like any other tool in one’s toolbox, there is a right way and wrong way to use it. As for an example of the wrong way, heed this advice from the writer: “Companies want to position themselves as cutting-edge and innovative, and at the moment, using the term ‘AI’ is a sure way to do just that.” In other words, don’t throw the words AI around loosely just to get clicks and likes.  

Not long ago, Jon Evans, host of Uncensored CMO podcast, spoke with Sir Martin Sorrell, founder of WPP, the biggest holding company in the world, on the topic of AI and the five biggest ways it will change marketing. Have a listen 

TL;DR: “Finding the right balance is crucial. Instead of overemphasizing the term “AI,” businesses should aim to strike a balance between showcasing technological advancements and emphasizing the value and usefulness of this powerful tool within their products.” 


  1. TikTok Now Lets Brands Buy Ads That Appear in the App’s Search Results

Source: Yahoo

Why you need to read it: Well, as obvious as it is, the fact that a platform such as TikTok is expanding brands’ reach should be all the reason needed to read this article. Even if your brand is NOT on TikTok, you still need to read this because chances are quite high that your competitors are (on it).  

What you need to learn from it: The new ad buying type dubbed the “Search Ads Toggle” will allow advertisers to target the platform’s users who are specifically seeking to learn more about new products or brands by typing queries into the app’s search box. Plus, this is TikTok’s first ad placement that lets brands target users engaged with searches related to the brand’s business. 

TikTok also promises brand safety as a part of this offering, noting that the advertisers have the option to add “Negative Keywords” to each ad group which allows them to avoid having their ad served against queries that don’t align with their brand. 

Click here to read the full article. 

TL;DR: A few weeks I told you of TikTok’s new OOH approach. Now, it’s all about them providing even more ways for brands to reach consumers, all one billion of them who are active on the platform every month.  

Consumers are exposed to anywhere between 50-400 ads and marketing messages every single day, all of which puts even more pressure on brands when creating these messages to stand out.

The best way to stand out?  

One word: Test.  

That’s where System1 comes in.