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Whether you love it or hate it, the one thing you have to admit about Vegas is that it’s exactly as over-the-top as it promises to be. So, if you have a presence in Las Vegas and you’re going to make a brand promise, you had better deliver on it.

Lilian Tomovich, chief marketing and experience officer for MGM Resorts International, is one person who’s gone all in to ensure that the entertainment behemoth delivers on its promise of wowing its customers not only in Vegas, but also across its portfolio globally.

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While most mobile telecom providers are shouting about the strength of their networks and pricing, Visible is talking to consumers about their experience as a wireless customer — and how it can be better.

“Our mission is to bring the convenience and simplicity of direct-to-consumer, subscription-based models to the wireless industry,” Visible’s chief marketing officer, Minjae Ormes, told The Drum. “We want to build a brand, and an affinity for it, in such a way that our members stay with us because they want to, not because they feel they have to.”

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“Marketing is nothing if not a me-too industry. Once one big company asks for a new deal, everyone else will, too.”

LiveRamp chief executive officer Scott Howe made that assertion during an intimate press breakfast at the identity resolution vendor’s customer conference, RampUp 2019. Howe also made several predictions, based on where technology and the largest advertisers are headed:

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Jack Myers is on a mission. The founder of MediaVillage and AdvancingDiversity.org has spent the past two years amping up his efforts to bring more diversity and inclusion to media, marketing, and advertising. In this Q&A with The Drum, he reminds industry leaders why diversity is vital to their future success and shares steps they can take now to build a more diverse workforce.

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An emotional connection with a brand can be a powerful motivator. In fact, brands considered to be the “most intimate” in the US outperform other companies in the S&P 500 and Fortune 500 lists in terms of revenue and profit, according to research from agency MBLM.

Who are those most intimate brands?

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Bruce Hershey has seen marketing from multiple perspectives — as an agency exec, entrepreneur, marketing and sales leader, strategist, and now as vice-president of marketing for Tailored Brands. That multifaceted view has made his approach to agency relationships somewhat unique, and especially effective and rewarding. Hershey shared that strategy and its benefits with The Drum.

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With Samsung unveiling plans to turn the humble fridge into an “intelligent home assistant,” voice taking center stage, and brands exploring how to build connected experiences for consumers, all eyes were firmly on the future at CES 2019 — making it the perfect place to consider the future of marketing itself.

While on the ground in Las Vegas with more than 180,000 delegates, The Drum spoke with top marketers from Mastercard, Accenture Interactive, and more to hear their take on where marketing is headed. From how the chief marketing officer role might change over the next few years to how relationships with agencies will evolve, here are their observations.

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“My dream after having spent two-and-a-half years at Spotify — which was a fascinating journey at a terrific company — is to get in early with a growing company and build an iconic brand,” Mayur Gupta told The Drum. “Freshly provides that.”

Bold goals from a marketer known for his daring.

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As marketers struggle to outpace the competition, many find that the status quo, outdated technologies, and siloed operations internally are holding them back. In fact, one marketer who participated in the research behind the fifth edition of the Salesforce State of Marketing report released today (13 December) said, “We’re not competing against competitors; we’re competing against our past.”

It’s a competition that today’s marketers must win if they’re to triumph out in the market.

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