AWARDS
COURTESYOF^ KOHL’S,^ GOOGLE48 |^ ADWEEK®
Lorraine Twohill
CMO | Google
The start of 2020 has been anything but quiet for Google vet Twohill,
whose team has already managed to create three different ads that ran
during this year’s Grammys, Oscars and Super Bowl. But that’s not all
that’s keeping her busy: Over the past few months, Google’s conducted
more than 15 tests around the world to prove YouTube’s ability to
provide the same reach as TV like-for-like. “The results have been
strong from the U.S. to the U.K. to Japan,” she says.
Twohill is also focused on improving Google’s “in-flight agility,”
which essentially involves adjusting a campaign while it’s running as
opposed to after it’s wrapped. According to Twohill, Google routinely
optimizes 30% of its marketing spend while the campaign is in-flight
thanks to capabilities like automation of decision making, smarter
algorithms and identification of key data signals. “This makes our
money work harder, smarter,” she says. —M.S.Greg Revelle
CMO | Kohl’s
While Kohl’s says it has been focused on value
and convenience since its first store opened
in Brookfield, Wis., in 1962, the retailer saw
an opportunity last year to tweak its brand
positioning so that it came across more clearly,
energetically and confidently. “I think that the
strongest brands stand out in one and, at most,
two ways,” Revelle says. “In retail, there’s so
much you have to do well, but it’s important
to distinguish yourself. That distinguishing
characteristic has
to matter and be
absolutely believable
to every customer
on every visit.”
After talking to
customers, Revelle
says, “One thing came up again and again:
More than any other retailer, customers feel
rewarded when shopping with us.” That’s
what led to Kohl’s Rewarding the Everyday
Sweepstakes in March 2019, which it says
focuses on busy, hardworking customers who
“we believe ... should be acknowledged and
rewarded for the effort [they] put into creating
and leading [fulfilled lives] for [their families].”
Revelle stresses the brand has not
changed who it is but rather is focused on
listening to its customers and answering
their needs, including innovations like online
pickup and self-checkout, savings through
a new loyalty program and, of course, its
Amazon returns partnership. —L.L.