AWARDS
COURTESYOF^ FACEBOOK,
L
A^
RAMS30 MARCH 16, 2020 |^ ADWEEK®
Antonio Lucio
global CMO | Facebook
Lucio joined Facebook as global CMO in
August 2018, after more than three years
in a similar role at HP. He immediately
began efforts to repair the social network’s
tarnished image, starting by implementing
a global consumer marketing strategy. “We
are here to build brands that stand the test
of time, and this takes time, consistency
and focus,” he says. “Our focus has been on
rebuilding trust and driving value for people
who use our products and services.”
He led the company’s move to new
creative lead agencies for each of its family of
applications, with an emphasis on diversity
and inclusion, saying, “I believe that to drive
diversity, we need holistic and systemic
change across our own teams, agency
partners and production houses.”
Lucio kicked off Facebook’s “More
Together” campaign, including the company’s
first-ever Super Bowl ad. And he oversaw the
rollout of Facebook’s first-ever corporate logo
last November in an effort to differentiate the
Ronalee Zarate-Bayani company from its apps. —David CohenCMO | Los Angeles Rams
Much of what Zarate-Bayani has spent the past year doing is preparing
and testing for the upcoming season. Not only are the Los Angeles
Rams on the verge of releasing a new mobile app and debuting a new
logo, along with rebranded colors, uniforms and helmets, but the
team is also moving to a
new venue. SoFi Stadium,
located in Inglewood, Calif.,
and scheduled to open in
July 2020, will feature a
double-sided, oval-shaped
video board called the
Oculus. Suspended from
the roof above the field, the
giant screen, which measures 120 yards long and 50 feet high, can be
programmed to display whatever content the organization desires.
For Zarate-Bayani, the technology allows her to reimagine what’s
possible for sports entertainment. “We’re really thinking of it as an end-
to-end story production with the game being the center,” she says, noting
that her approach involves using data to be deliberate about which story
gets told. “On a day that we won, this is how we engage and round out the
story. On a day that we didn’t do so well, this is how we engage and round
out the story to keep our fans coming back.” —Paul Hiebert