Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\n Vanessa Chin is SVP of marketing at System1, a UK-based market research platform that measures creative effectiveness. She was previously marketing director and in-house studio lead at Aldi US, and she has also worked at agencies including Leo Burnett, Marc USA, and BBDO.<\/p>\n Favorite project you\u2019ve worked on?<\/strong> My favorite project has to be the annual System1 Super Bowl analysis, which we are in the process of planning as we quickly approach February. This is where the dream job sets in. For \u201cwork,\u201d we watch all the ads leading up to the Big Game and during, get them into testing, review the results within hours, and then talk about how amazing they were. The surprise moments. The celebrities. The nostalgic favorites. The song that we can\u2019t shake from our subconscious (I see you, Mountain Dew.)<\/p>\n What\u2019s your favorite ad campaign?<\/strong> One of the most powerful campaigns in recent years is Always\u2019s \u201cLike a Girl.\u201d As both a woman and a mother to a four-year-old daughter, I deeply appreciate how Always leveraged its platform to challenge stereotypes and empower young girls. This campaign shed light on the real impact that dismissive phrases like \u201cthrowing like a girl\u201d have on self-esteem during formative years.<\/p>\n Beyond Always, this ad has inspired a wave of similarly powerful messaging. In the past year, brands like e.l.f., Dove, and even the NFL have followed suit, addressing crucial topics such as women\u2019s confidence and social bias in their advertising. Dove\u2019s \u201cThese Legs\u201d Super Bowl ad tackled the role puberty and societal stereotypes play in undermining young girls\u2019 self-confidence. Nike\u2019s \u201cSo Win\u201d and the NFL\u2019s Flag 50 campaign took center stage during last year\u2019s Super Bowl, championing the same message through the lens of athletes and bringing women\u2019s flag football to all 50 states. I was thrilled to see the NFL recently release their purpose spot called \u201cInspire Change,\u201d continuing their social justice initiative from last year\u2019s \u201cSomebody.\u201d While sports are just one avenue for these discussions, it\u2019s inspiring to see brands using major cultural moments like the Super Bowl to drive awareness and spark conversations.<\/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 One thing we can\u2019t guess from your LinkedIn profile:<\/strong> I have two kids under five, so when I\u2019m not talking about ads, writing about ads, or analyzing ads, I\u2019m probably striking up a conversation about ads with parents on the playground.<\/p>\n What marketing trend are you most optimistic about? Least?<\/strong> One trend I\u2019m especially optimistic about is the power of consistent branding. Last year System1 conducted research titled The Magic of Compound Creativity that shows maintaining a stable creative foundation, whether through a familiar fluent device (like the Geico Gecko, Flo from Progressive, or KFC\u2019s Colonel Sanders) or a long-term creative agency, pays off significantly. The data suggests that it takes around three years for brands to fully reap the benefits of consistency and ad wear-in (wear out is a myth!).<\/p>\n This research has gained strong traction among brands and agencies, fueling important discussions on long-term creative strategy. I\u2019m hopeful that more brands will embrace consistency as a long-term investment rather than opting for frequent reinvention. You\u2019ll see this theme continue in our upcoming research, too.<\/p>\n What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>I have to give a shoutout to Uncensored CMO<\/em>, hosted by my boss and friend, Jon Evans, System1\u2019s chief customer officer. The UK\u2019s No. 1 marketing podcast, it delivers weekly episodes featuring top CMOs, diving deep into the realities of marketing beyond surface-level discussions.<\/p>\n A social account I highly recommend is Breaking and Entering. They do an incredible job connecting the advertising and marketing industry through a mix of podcasts, videos, blogs, and strategic collaborations. But their fresh, in-your-face approach resonates with the next generation of marketers, blending insightful commentary with humor and a pinch of chaos. I\u2019ve had a few great conversations with Geno and Jack, and their daily ad updates are something I look forward to every day!<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n