What modified? Nike reorganized its shopper, product, and model management division into three distinct areas: shopper and sport, advertising, and product creation. As a part of that reshuffle, CMO Nicole Hubbard Graham added evp to her title, charged with main storytelling for the Nike, Jordan, and Converse manufacturers.
Why it issues: Hubbard Graham is a part of the crew racing to show round Nike’s enterprise after years of sluggish gross sales and heated competitors from upstarts like On and Hoka. After main Nike’s return to the Super Bowl in Feb. 2025, she took a fair larger threat. In September, Nike reimagined its “Just Do It” slogan as “Why Do It?” to achieve Gen Z, marking one among its most important model campaigns in years. –Brittaney Kiefer
Jon Halvorson, Tylenol
What modified? Sometimes you want a marketer, and generally you want a warrior. In October, Tylenol maker Kenvue wanted each, and Jon Halvorson obtained the decision.
Why it issues: Kenvue was reeling after a September press convention during which well being secretary Robert F. Kennedy, Jr.—buttressed by President Trump—implied a hyperlink between autism and acetaminophen, the lively ingredient in Tylenol. Despite the medical institution lengthy discrediting such hyperlinks, Kenvue took no possibilities. With expertise spanning Starcom MediaVest, GM. and Mondelez—the place he led AI adoption—Halvorson brings the advertising and messaging chops wanted for the problem forward. The similar day Kenvue reported Q3 gross sales down 3.5%, Kimberly-Clark introduced it had acquired Kenvue for almost $49 billion. – Robert Klara
Colleen DeCourcy, Sonos
What modified? On an earnings name in November, beleaguered tech firm Sonos introduced it can convey on advertising and Madison Avenue veteran Colleen DeCourcy in January to steer a model turnaround. The appointment comes as Sonos continues to get better from a botched app replace in 2024, which price it $100 million in income within the following six months and despatched its stock tumbling.
Why it issues: Sonos is betting DeCourcy, along with her pedigree at firms like Snap Inc. and Wieden+Kennedy, can restore the model’s picture with a revamped advertising technique that shifts the main focus from including new prospects to growing the variety of gadgets in every buyer family. She joins below new CEO Tim Conrad, who got here on in July to show across the struggling firm’s fortunes. – Alison Weissbrot