Patrick Venetucci

Really appreciated being part of this conversation. Big industry shifts raise questions, but they also create space for new ideas and new ways of working. Chicago’s creative community has been through change before, and it always finds its footing.

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CMOs Are More Focused On Growing Revenue Than Brand Awareness https://lnkd.in/g8jyVmuY Chief marketing officers are increasingly prioritizing direct revenue outcomes over traditional brand awareness efforts, influenced by economic pressures, performance measurement demands, and AI‑enabled tracking. This shift reflects a need for more measurable impact on business performance, with revenue growth becoming a leading strategic metric for modern marketing leaders. #CMOInsights #RevenueGrowth #MarketingStrategy #BrandVsPerformance #BusinessImpact #DataDrivenMarketing

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With its deep design roots and tech innovation, Minneapolis brands are emerging as a model for how digital marketing and branding agencies can blend automation with artistry. See how forward-thinking marketing teams are building the future today: https://lnkd.in/gHxZCDic #minneapolisdesignagency #aiandmarketing #digitalmarketingminneapolis #minneapolisbrandingagency

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Today at Portada Chicago, I had the opportunity to sit in on a panel exploring what cultural relevance really means in today’s landscape, and more importantly, what it demands of us as marketers and leaders. Cultural relevance isn’t something you add on to a plan. It’s something you build from the start with intention, empathy, and a deep understanding of the communities you’re trying to serve. It’s not about chasing trends. It’s about recognizing signals, respecting context, and showing up in ways that are meaningful while still driving business outcomes. Reach gets you seen. Cultural relevance gets you chosen.

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Quick POV: Even with widespread adoption, generative technology hasn’t yet turned into strategic clarity. The real leverage will come when AI insights force structural alignment across brand, demand, and ops.

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AI is forcing media executives to re-evaluate the concept of trust in brands. Consumers no longer trust a media brand. We can thank the Chicago Sun-Times for the most "famous" example of why: https://lnkd.in/eZmQeXEW. Instead, media consumers will trust individual people at media brands. But trust needs to be built and cultivated. What can a media brand do? Elevate the profiles of the hard-working individuals who report and provide expert analysis of the news. Put their names, faces and signatures in newsletters. Record talent-driven podcasts. Be more human and allow personalities to shine. Today it is only the individual reporters, contributors, editors, and analysts at a media brand who can build and retain reader trust.

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For years, we've watched retail media continue to fragment often operating on the promise of "closed-loop data" rather than verifiable, standardized results. In 2025, with IAB's new Commerce Media Standards going live, we're seeing the inevitable fallout: brand satisfaction with RMN transparency has plummeted from 66% to 44%. The market is demanding accountability. Brands are done asking for proprietary dashboards; they're demanding shared, IAB-aligned proof. The old JBP (Joint Business Plan) is evolving into something more like the JVP (Joint Value Partnership), where outcomes replace obligations and standardization is the currency. 👉 Read the full perspective : https://lnkd.in/giDQc9jY #RetailMedia #JBP #JVP #CommerceMedia #Transparency #MediaAMP

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The Case for Brand Building in a Data-Driven World At this year’s Association of National Advertisers Masters of Marketing, Todd Kaplan, CMO of Kraft Heinz North America, gave us a great and very timely reminder that data can tell us everything, except why people care. “Marketing is a blend of the heart and the head — but lately, all we talk about is data.” Kaplan reframed the brand as the ultimate insurance policy: a moat built on meaning, emotion, and consistency. “Every interaction places a dot in someone’s mind. Over time those dots form a picture and that picture is your brand.” Heinz itself is a great example of this concept. In a recent research exercise, both people and AI were asked to “draw ketchup.” The result? They each drew the same thing, a Heinz bottle. Brand building isn’t nostalgia though it’s survival. The marketers who win will be those who can master both the math and the meaning. #ANAMasters #BrandStrategy #Marketing #Leadership #Heinz #Creativity

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The Four Factors Behind DigitasAI’s Impact At Digitas North America, we’re obsessed with proving DigitasAI's value—not just promising it. That’s why we measure the impact of DigitasAI across four factors that actually move the needle: Accuracy: Are we seeing the full picture—unbiased, holistic, and real? Efficiency: How much precious time does AI save our teams, freeing us for lateral leaps and bigger ideas? Impact: Is there measurable lift—for our clients’ business, and for ours? Sparkle: (Yes, you read that right.) Does AI unlock creative magic—unexpected thinking, inspiring ideas, that “wow” factor? And this has direct line to our core principles: Networked Experiences—integrating brand, platforms, and people in ways that earn attention. Earn Your Way In—using intelligence to create real value, not just noise. Integrated Intelligence—where every solution is powered by insight, not instinct alone. We want AI to deliver more than efficiency theatre, so we're measuring what matters. I'll be posting updates on how we're tracking as regularly as possible! #NetworkedExperiences #DigitasAI #EarnYourWayIn

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