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TTE34 MARCH 16, 2020 |^ ADWEEK®
Diana O’Brien
global CMO | Deloitte
O’Brien has held numerous leadership roles within Deloitte since
joining the accounting and consulting giant in 1985. But she began
reinventing the company’s b-to-b marketing strategy when she was
appointed its first U.S. CMO in 2015 and global CMO in 2018. O’Brien
launched “Make Your Impact,” the company’s first global ad
campaign, which for the past year has aimed to build awareness in 20
countries across three areas—digital, transformation and workforce—
about the way the company helps customers.
“The global campaign is successful because it wasn’t a dictate.
Deloitte’s business leadership, brand and marketing community, and
our agency partners came together with diverse ideas to create a unified
strategy and purpose-led message,” O’Brien says. “That diversity of
thought is the key to innovation and the strength of Deloitte—312,000
people from around the world—individually, in small and large teams, and
as a connected organization, making an impact that matters.” —Ian ZelayaChris Brandt
CMO | Chipotle
Since Brandt joined Chipotle in 2018, the
restaurant chain that helped establish the
fast-casual segment has made a marked
turnaround in how consumers view the
brand. The company had a busy year in 2019,
beginning by teaming with Postmates to offer
free delivery during the college
football championship series in
January and again during Super
Bowl weekend. The sav vy move was
a page out of direct-to-consumer
brands’ marketing strategies.
To bookend the year, Chipotle
cooked up a new restaurant design
to feed its growing mobile business.
The quick-service Mexican chain’s
digital operation was already a
billion-dollar business. But according
to Brandt, Chipotle hopes to further
capitalize on this success with restaurant
features such as walk-up windows and better
placement of its digital pick-up portals.
Both moves built on the introduction of the
“For Real” ad campaign launched in 2018,
which repositioned Chipotle as a lifestyle brand,
and emphasized its use of fresh ingredients,
telling the stories of what goes into its food. The
results? Growth in both the company’s sales
and its stock price. —R.C.AWARDS