NFL CMO: Data or brand? The answer is both
Marketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
The desire to draw a distinction between brand and performance could be stopping marketers getting closer to consumers, warns NFL CMO Tim Ellis.
Speaking to Marketing Week during Cannes Lions in June, Ellis expressed his surprise the marketing community continues to discuss whether it should lean into data or brand.
“The answer is both. Why would you choose? Anything that will get you closer to your audience you should do. Anything that helps me create mass intimacy I’m going to do,” he argues.
“If that’s a data point that tells me more about that customer and their experience with us, or if that’s a strong piece of creative that will relate to somebody and will be a powerful message to bring them closer to the NFL, then we’re going to do it. It could be a creator, an influencer who also happens to love the game of football. That’s also an opportunity to get closer.”
