Category: In the News

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Why Carter’s new CMO wants more emotional, relatable marketing across channels

This story was originally published on sister site, Modern Retail.

Carter’s new CMO, Sarah Crockett, has led marketing efforts at a number of consumer brands including DSW, Dickie’s, Backcountry and Burton Snowboards.

But when she joined the 160-year-old children’s apparel brand this summer, she was attracted to the opportunity to get real about parenting and childhood. Some of that shows up in the current Carter’s holiday campaign, “Unwrap the Chaos,” which shows off kids playing with cookie dough or unraveling gift wrap.

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U.K. retailer Tesco wants advertisers to see it as equal to any traditional media partner

Having hosted its fifth upfront last month, U.K. retailer Tesco, is on a mission to change how advertisers perceive Tesco Media — its retail media arm — in a bid to take more ad dollars across media plans.

Nick Ashley

Digiday caught up with Tesco Media’s client development director, Nick Ashley, to talk through why the company hosted its latest upfront, the importance of measurement and shopper data, as well as how much its ad business impacts the retailer’s profit margins.

This conversation has been lightly condensed and edited for clarity.

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