Tim Ellis doesn't just approve creative briefs; he actively participates at every stage, including sitting with editors. He believes this deep, hands-on involvement is crucial for shaping work that connects with audiences on an emotional level.
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Persuading the C-suite requires more than just data; it demands emotional resonance. The CMO must balance facts with feelings, understanding that internal stakeholders, like consumers, are moved by belief and emotion, not just numbers.
Beyond tactical execution, a Chief Marketing Officer's primary strategic function at the executive table is to represent the customer's perspective. This ensures that brand-building efforts and overall business strategy remain customer-centric and effective, a viewpoint that can otherwise get lost.
BroBible's publisher evolved from an editor to a crucial liaison between the advertising and editorial teams. This "bridge" role was vital for creating sponsored content that felt authentic to the brand's voice while meeting advertisers' goals—a function often missing in lifestyle media companies.
Tim Ellis recognized that league-level marketing wasn't enough. He diagnosed competency gaps across the 32 teams and provided a blueprint for a modern club marketing organization, elevating the entire ecosystem.
When asked how marketers can drive storytelling in reluctant organizations, the speaker revealed his successful ads for Ramp weren't from a brief. He created the concepts, wrote the copy, and texted them directly to the founder. This proactive approach bypasses committees and demonstrates value, forcing a conversation about better marketing.
Instead of holding back, Tim Ellis laid out his entire strategic vision for reviving the NFL brand during his interviews. This display of confidence and clarity convinced leadership he was the right choice.
Lifetime's CCO argues that creative leaders should not become pure managers. He maintains his edge and leads by example by actively participating in the creative process, from logo design to app experience concepts. He believes any creative leader who doesn't "get their hands dirty" is less trustworthy and effective.
Tim Ellis argued the NFL's loyal 35+ male fanbase was secure, and future growth depended on attracting new, previously neglected segments like youth and women, even if it made core fans uncomfortable.
Instead of just asking players to promote the NFL, Tim Ellis focused on their personal goals (e.g., fashion, gaming). By consistently making them "look cool," he earned their trust and enthusiastic collaboration.
Former General Mills CMO Mark Attucks mentored his team to balance analytical rigor with creative intuition. He advised against feeling pressure to be the "smartest person with the best spreadsheet," emphasizing that telling stories that make people feel is equally critical to marketing success.