COURTESYOF^ CONVENE,^ NETFLIX50 MARCH 16, 2020 |^ ADWEEK®
Maria Dillon Kemp
CMO | Convene
WeWork made coworking spaces a household name, but competitor
Convene, which offers both flexible work environments and corporate
meeting and events facilities, is looking to take over the throne. And
Kemp is at the center of those efforts. “Nine months ago, Convene and
all the other flexible office operators were playing for No. 2,” says Kemp,
who was named to the top marketing post in December. “Now the spot
for No. 1 is open, and people are responding to our messaging.”
Tasked with attracting individual and corporate customers
to Convene, Kemp plans to build on the company’s success with
experiential. At the commercial real estate CoreNet Global Summit in
October, Convene erected a two-story pop-up that netted more than $8
million in new business. She’s also leading behind-the-scenes work, like
streamlining internal messaging and navigating broader discussions
about the coworking industry.
Convene is pushing into global markets with two London locations,
and Kemp says she’ll use the opportunity to continue making calculated
risks. “Innovation in our marketing plans is the best way we will set
ourselves apart,” she says. —K.S.AWARDS
Jackie Lee-Joe
CMO | Netflix
When you run marketing for a service that
released nearly 400 new shows and movies
in 2019 alone, you might be tempted to take
a one-size-fits-all approach. But that’s not
how Lee-Joe, who joined the streaming giant
in July, does things. The campaign for 6
Underground featuring Ryan Reynolds
was irreverent, while a transformation of
Manhattan’s Little Italy neighborhood into
1975 promoting The Irishman required fans
to engage by telling participating retailers
that “Jimmy sent” them.Lee-Joe’s job also involves keeping fans
engaged in shows between seasons. A teaser
for the fourth season of Stranger Things that
dropped in February, for example, became
the service’s most-ever-retweeted trailer,
and was the service’s most-commented-on
post on Instagram.
Lee-Joe says she will continue looking
for the right balance between show-level
promotion and overall brand building to
keep Netflix’s global fans more tuned in
than ever. “We are focused on building deep
affinity and long-term loyalty to the Netflix
brand,” she says, “so we’re constantly asking
ourselves how we can deliver more value to
our consumers.” —K.S.