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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\n Michael Della Penna is chief strategy officer at InMarket, a marketing and measurement company. He was previously chief revenue and growth officer at the consumer insights company Cuebiq. He\u2019s spent more than three decades working in digital advertising, marketing, data, and tech, including roles at Oracle Marketing Cloud, Epsilon, Bigfoot Interactive, CNET Networks, and ZDNet.<\/p>\n What\u2019s your favorite ad campaign? <\/strong>One of my favorites is Dunkin\u2019s multi-year DunKings campaign. Consider it a masterclass in preventing your brand from getting lost in the tornado of Super Bowl ad hype. It\u2019s emblematic of the success brands can achieve when they really understand their customers and the strategies needed to reach them every step of the way. Understanding local pride in the brand, DunKings tapped Boston star power with Ben Affleck, Matt Damon, Tom Brady, and Jeremy Strong, even bringing customers into the mix when Affleck worked at a local Dunkin\u2019 drive-thru. Dunkin\u2019 met customers\u2019 need for value through meal deals and launched new products like the Dunkalatte to drive interest and demand. Dunkin\u2019 leveraged other seasonal moments like Halloween with its DunKings tracksuit drop to stay top-of-mind throughout the year. Finally, it extended across channels and screens to ensure it didn\u2019t get lost in the sea of Super Bowl ads or crowded QSR space. Dunkin\u2019 also tapped into the mega-power of Sabrina Carpenter, demonstrating once again how the power of new product introductions, star power, and advertising can combine to create great outcomes. It\u2019s not surprising how in just the last year, Dunkin\u2019 surpassed Starbucks in InMarket\u2019s Fidelity Index, which measures a consumer\u2019s love, passion, and loyalty for a brand by evaluating its share of visits to share of locations.<\/p>\n One thing we can\u2019t guess from your LinkedIn profile: <\/strong>I\u2019m passionate about food, travel, family, dogs, and crushing the youngsters at Orange Theory on the weekends.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n What marketing trend are you most optimistic about? <\/strong>I\u2019m most excited about the shift towards real-time marketing and leveraging more AI capabilities, which are ushering in a new \u201csense and response\u201d era of marketing. As marketers today, we are incredibly lucky because of the technology and tools we have so readily available. We\u2019re able to not only uncover shifts in consumer behavior as they\u2019re happening, whether they be changes in shopping behavior or media consumption, but quickly act on them accordingly. This ability to dive deeper into the \u201cwhy\u201d behind consumer spending and when and where to best reach them in real-time will give marketers the ability to optimize and grow performance from their investments. This will also drive greater efficiency and allow them to unlock next-level opportunities, experiences, and loyalty even in the most difficult economic and market situations. It\u2019s no secret that marketers are facing increased pressure from leadership to drive revenue growth for their brands, so a sense-and-response, outcome-based, real-time approach has and will increasingly become table stakes.<\/p>\n What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>There are two podcasts and one social account that I always have queued up. The podcast How I Built This With Guy Raz<\/em> is a must-listen. It offers amazing stories and advice from entrepreneurs, including their unique journeys and efforts to build their brands and achieve success. It\u2019s filled with many creative marketing lessons! Ad Age\u2019s Marketer\u2019s Brief<\/em> podcast is also great. I love to hear about the creative campaigns and strategies that industry leaders are seeing success with. And the Marketing Millennials social media account never misses. The memes are top tier and perfect for lunchtime entertainment.<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n