On, Google Cloud, PepsiCo: This Week's Top Marketing Stories

Kylian Mbappé Leaves Nike to Become Brand Ambassador for On

On is breaking into football. The sportswear brand has shared its planned entry into the category, after previously focusing on running and tennis, as it continues its global expansion. 

Kylian Mbappé has also been announced as a brand ambassador, after more than two decades working with Nike. According to On, the brand is bringing a fresh perspective to the sport – with a focus on the joy of play and product innovation. 

“Football doesn’t need another sportswear brand to do more of the same,” says David Allemann, Founder and co-CEO of On. “Football needs new ideas and a challenge to what is possible. 

“When we enter a sport, we want to be the brand of the future – through true innovation and contemporary design. 

“Our ambition is to bring On’s approach to the pitch, the pavement and the runway – connecting elite performance with the culture that surrounds the game. With Kylian we have the perfect partner to dream what football can become."

Google Cloud Appoints Chief Marketing Officer Amid AI Growth

Google Cloud has named a new Chief Marketing Officer. 

Stephanie Buscemi, formerly Chief Marketing Officer of Confluent, has been appointed to lead marketing at Google Cloud, working closely alongside Google Cloud CEO Thomas Kurian and Lorraine Twohill, Google’s Chief Marketing Officer.

She succeeds Alison Wagonfeld, who left Google Cloud after close to ten years as its Chief Marketing Officer to become NVIDIA’s first-ever CMO. 

“I am absolutely thrilled to welcome Stephanie Buscemi to the team to lead Marketing for Google Cloud!” says Lorraine. 

“It’s fitting that Stephanie brings the full stack of experience to this role – leadership through tech platform shifts, a track record scaling huge enterprise businesses, the ability to cut through industry noise and a relentless focus on driving impact and outcomes for customers.”

PepsiCo Step Out From Household Brands in Corporate Campaign

Only 18% of people associate PepsiCo with brands beyond Pepsi itself – PepsiCo are striving to change that.

After creating commotion across its social media accounts and hinting towards a potential name change like “Lay’s-Co”, “Cheetos-Co” and “Gatorade-Co,” PepsiCo has revealed its name will remain – but the brand image will be getting a shakeup.

The ‘House of Brands’ campaign aims to give customers a clearer view of its portfolio’s scale which is made up of over 500 brands, collectively reaching consumers over a billion times globally.

‘Wayfair Delivers’ with New Campaign Featuring NFL Star

Wayfair is refreshing its identity with its brand new campaign ‘Wayfair Delivers’ which aims to highlight Wayfair’s true values – delivering quality, value, trusted experience and emotional moments that provide customers with the confidence to create homes they’ve always wanted, made possible with Wayfair.

This is the beginning of what will become Wayfair’s leading platform as it sets to expand its marketing reach.

The campaign will “bring together the work we’ve been doing across the customer experience and gives us a clear way to show what Wayfair delivers every day,” according to Paul Tomms, Chief Marketing Officer of Wayfair.

WPP Opens new Production Facility in East London

WPP has officially opened its new production facility. 

Based in East London, Devon’s Point spans 34,000 square feet across multiple floors. According to WPP, the studio represents a “major evolution” in global content production – being the first facility of its kind to be launched by a marketing services company in the UK. 

This studio will bring together WPP’s work in AI with modular studio environments and post-production capabilities in order to help the agency’s clients move from concept to finished product at faster rates.

“Our clients are operating in a fiercely competitive and fast paced environment, and they are asking us for bolder, more integrated solutions,” Cindy Rose, CEO of WPP, says of the studio. 

“Devon’s Point brings our world-class creativity and our advanced AI capabilities under one roof to do exactly that. It's a major investment in our people, our technology and ultimately, the success of our clients.”