COURTESYOF^ HULU46 MARCH 16, 2020 |^ ADWEEK®
Kelly Campbell
president | Hulu
On the night of the Super Bowl, Hulu attached itself to the sports world’s
biggest story—the future of New England Patriots quarterback Tom
Brady. The resulting spot, in which Brady confirmed he wasn’t retiring
while pitching the service’s offerings, marked another cheeky iteration
on “Hulu Has Live Sports” campaign, in which professional athletes
cashed in while promoting Hulu.
“We wanted to tap into a conversation that was alive and vibrant,
and combine it with a campaign that has broken through,” explains
Campbell, who was promoted from CMO to president in February.
The numbers suggest the strategy is working. In a competitive
streaming space, Hulu is growing: The service had 30.7 million
subscribers in February, even before new programming from FX flooded
the platform in March. While Campbell is tasked with continuing the
company’s upward trajectory, including a 2021 international push,
Hulu’s marketing efforts will continue to center on the programming
that makes the service beloved by millions.
“At the end of the day, our shows are the heart of Hulu,” says
Campbell. —Kelsey SuttonConny Braams
chief digital and
marketing officerUnilever
When looking to fill the top marketing
position at Unilever last year, CEO Alan
Jope said he was looking for something
more than just a CMO. Indeed, he wanted a
“CMO++.” Enter Conny Braams, a 30-year
Unilever veteran who began her role as the
CPG giant’s chief digital and marketing
officer in January 2020. Previously, Braams
served as evp of Unilever Middle Europe
and general manager of Unilever Benelux,
where she led efforts to transform the
region’s digital and marketing capabilities.
Now she’s tasked with turning the
90-year-old British-Dutch company
into a modern organization built for the
future. One of the first big moves made
with her at the helm: Unilever pledged to
stop marketing food and beverages to kids
by the end of 2020 due to concerns over
childhood obesity. “Our promise is a genuine
commitment to make and market products
to children responsibly,” Braams wrote on
her LinkedIn account. —P.H.AWARDS