Yamamoto CEO Kathy McCuskey Featured in ANA Article on Thought Leadership
Our CEO, Kathy McCuskey, was highlighted in a March 8th feature article from the Association of National Advertisers, the industry’s oldest trade association.
The piece, titled Rethinking Thought Leadership by Tony Case, argues that brand managers should consider thought leadership as an effective alternative to traditional, product-oriented ad campaigns.
We agree. In the article, Kathy chronicles our hiring of journalists to produce thought leadership content and their significant contributions to our marketing efforts:
“‘Building our brand storytelling capability has allowed us to get on offense with clients and proactively mine for the best stories,’ says McCuskey, who works with Noom, Toro, Georgia-Pacific, and Cargill. There is ‘a fundamental difference’ between writing ad copy and creating branded content that supports the strategic goals and objectives of clients, whether it’s community relations or ESG (environmental, social, and corporate governance), McCuskey adds. ‘All are a part of the brand storytelling we are doing, in addition to the advertising work.’”
At Yamamoto, we’re always looking for creative new ways to tell better stories for our clients.