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Greg Stuart shared thisThe MMA is launching a new series on July 16 called Great Debates: GEO-AEO. We are tackling a massive shift in marketing science: the collapse of the traditional search funnel. Fifteen years ago, Jim Lecinski coined the "Zero Moment of Truth" (ZMOT). Today, generative AI is collapsing that moment into zero clicks. When a quarter of searchers read an instant AI answer and leave without clicking a link, legacy SEO strategies are officially broken. Alongside Jim Lecinski, Michael Pettiette, and Vas Bakopoulos, we will deconstruct how to allocate budget and win across the four quadrants of GEO, SEO, SEM, and GEM. This is all about looking directly at the evidence, including the data behind where consumer attention actually lives and why communities like Reddit are shaping how AI answers questions. Join us: https://lnkd.in/ecsJ6upM
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Greg Stuart shared thisCannes Lions 2026 is a wrap. Four days. Zero downtime. 45,000 steps. And 40,000 of my closest friends in marketing. Here's what it looked like... Meetings across three days with leaders from Marriott International, Expedia Group, Comcast, Snap Inc., Kantar, InMobi, CVS Health, WRITER, SEPHORA, Lyft, TransUnion, GumGum, PepsiCo, Google, Monks, Advertising Research Foundation (ARF), Cannes Lions International Festival of Creativity and more. Shelly Palmer’s Innovation Series (an MMA Global partnered event) and an evening at the Fanatics event both at Château de la Croix des Gardes with the Influential crew. The AI Trailblazers Summit with InstaLILY AI. Pivot Live (from Vox Media) at ADWEEK House with Kara Swisher and Scott Galloway (big fan). Plus, special Cannes Dinners with The Walt Disney Company and 3C Ventures. And best of all, an MMA CONNECT evening with 150 of the MMA EU DACH community at Hotel Martinez. Three panels with participants from Salesforce, WRITER, Citi, Google, Advertising Week, SalientMG, Meta, Monks, The COOL Company, and more, with topics like: · Consumers Hate Ads. So Why Do Great Ads Still Work? · AI-Driven Marketing Disruption: From Hype to Revolution. · The Velocity Gap: Why Your Measurement Is Failing at AI Speed Oh yeah, and dozens of impromptu meet-ups from daily 10,000+ steps on the Boulevard de la Croisette. You can read the news yourself, but topics included AI, Creators, AI, State of Creativity, AI, Sports, AI, Impact/Effectiveness, AI, Commerce, and oh yeah, AI. Next? We'll be digging much deeper into that and more at MMA's CMO + CEO Summit, July 19–21 in Santa Barbara. I'll see you there. https://lnkd.in/eBtFQAcZ #CannesLions2026 #MMAGlobal #Marketing #AI #CMO #CMOCEOSummit #Alliance
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Greg Stuart shared thisHow many CMOs get stuck inside their own echo chamber? It happens all the time, and it completely stalls growth. On this week’s episode of #BuildingBetterCMOs, Chris Milone (CMO at A Place for Mom) shares a brutal but necessary reality check from early in his career: If you aren't acting as a strategic thought partner to the CEO and the rest of the C-suite, you aren't doing your job. Chris and I dive deep into navigating the dynamics of a CEO who used to be a CMO, balancing customer desire with hard business needs, and why the rise of #AI makes everyone think they know everything. #CMO #Marketing #MarketingScience #TheMMAGreg Stuart shared thisHelping families navigate senior care at A Place for Mom requires constant cross-functional alignment. For marketing veteran Chris Milone, leadership extends far beyond his own department. "You have to be a thought partner to the CEO," says the CMO. That philosophy was forged the hard way during his first stint as a chief marketer, when his boss pulled him aside to express disappointment. "He said, 'When I hired you, I didn't hire someone to run the marketing department. That's table stakes, that's a given,'" Chris says. "'I barely hear from you in our leadership meetings. I don't know if you even care about what's going on in the rest of the company.'" Today on Building Better CMOs, Chris and Greg Stuart talk about: • Working with CEOs who used to be the CMO • Why AI makes everyone think they’re an expert • How to balance what your customer wants with what the business needs Plus: Why new executives have to "talk to every single person in their organization." Watch, listen, read, and subscribe at https://lnkd.in/eFbitSw4. #cmo #marketing MMA Global
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Greg Stuart posted thisI used to love being on planes so I could get work done. In the age of AI, the plane is my biggest irritant in my working (and a productivity drag). I can't use Wispr Flow (in the last 6+ months using, I have dictated 300,000+ words at 172 words a minutes - that is no suprise to those that know me ; -). And the voice function in ChatGPT and Claude Code doesn't work. And the access to run #cowork, #projects, #artifacts, #skills, or any of the custom #GPTs is a super pain. United Airlines, my high NPS for United is waning (at 2.5M miles, we've had a good relationship). Need you to keep up with the modern age and fix Wi-Fi. How the world has changed in so little time!
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Greg Stuart shared thisThis idea is exactly what I talk about when I say we need to embrace data. Often we're getting results (or not), but aren't looking at the numbers that actually tell the story. The creator economy is bigger than ever. We need metrics that reflect this.Greg Stuart shared thisBrands are finally understanding that creator marketing works, but it's still not clear *how* without proper evaluation methods. L'Oréal and Meta tackled this problem with a clear solve – bringing creators into the same measurement framework as the rest of their media. Our new report proves that the question isn’t ‘do creators drive results?’ It’s ‘are you set up to see them?’ Read the LIONS Advisory report with Meta x L'Oréal x WARC now 👉 https://lnkd.in/eWShC5Kr Vasileios Kourakis Xuan Zheng Karla Vélez Sara Rodríguez Ibáñez Katie Sterling Paul Stringer, PhD Maria P. Shekhar Deshpande Zac Farrer Maddy Nash
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Greg Stuart shared thisThere's a disconnect happening between AI and CMOs right now: 70% of CMOs say becoming an AI leader is a key goal for 2026, but just 30% feel their organizations have the infrastructure necessary to do so. We're being told that AI is important, but without intentionality in how these structures are designed, better inputs, and our own institutional wisdom guiding the process, this will end up costing much more than most orgs are willing to invest.AI remains a top priority for CMOs, but spending lags: GartnerAI remains a top priority for CMOs, but spending lags: Gartner
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Greg Stuart shared thisOne of the smartest points from my conversation with Aude Gandon was also one of the simplest: "AI is not expertise." There is a growing belief that AI can close capability gaps on its own. It can't, for that we still need humans. The quality of AI's output still depends on the quality of the thinking behind it. The marketers who understand consumers, brand building, creative, and - most importantly - measurement will extract far more value from these tools than those who treat them as a substitute for learning their profession.Greg Stuart shared thisAt the heritage beauty house Estée Lauder, marketing is led by a re-inventor, who refuses to draw any line between marketing and digital. "Everything is digital," says Global Chief Digital and Marketing Officer Aude Gandon. However, Aude argues that there is a risk of becoming overly reliant on technology to do the job. For her, the tools only get smart when a marketer who actually knows the craft does the briefing. "AI is not expertise," she says. "Only the marketer knows what to feed the AI with. And if we don't do it that way, it's going to be garbage in, garbage out, and everybody's going to look the same." On this episode of Building Better CMOs, Aude and Greg talk about: • How a luxury house takes real risks with creators and TikTok Shop • Why young marketers still need to study and learn the fundamentals of their craft • Why, "Just because you don't fit in doesn't mean you don't belong." Plus: The merits of making lateral career moves. The Estée Lauder Companies Inc. #CMO #marketing
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Greg Stuart posted thisNeed someone with detailed knowledge of identity graphs and their accuracy? Can you let me know if you have expertise here or if you know somebody who you think does. Thanks.
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Greg Stuart shared thisA marketing award that actually means something? Imagine that! Looking forward to seeing what wins this year, fortune favors the bold. Hoping to see plenty of outside-the-box thinking this year.Greg Stuart shared thisSMARTIES has raised the bar for creativity innovation and business impact. The refreshed brand sets a global standard for work that doesn’t just win attention — it moves businesses and industries forward. / SMARTIES – Next chapter. #SMARTIES #MMA #MarketingEffectiveness #MarketingInnovation #Leadership
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Greg Stuart liked thisGreg Stuart liked thisLe Chateau Cannes year one is complete and my heart is full!! Ryan and I had this crazy dream that we could shift the paradigm at Cannes Lions and create an exclusive environment of industry leaders, artists, and creators unlike anything before it, and I strongly believe that with Le Chateau we did just that. Thank you to our family, friends, colleagues, and talent for believing in us and supporting us in this mission. Also, thank you to Magalie Thabuis Bourassin and the phenomenal Château de La Croix des Gardes team for being such wonderful hosts. Your service, dedication, and attention to detail is otherworldly. And thank you to our event partners Joby Aviation, Nadine Dietz & Virtuosi League, The Female Quotient, Shelly Palmer & The Palmer Group, The Diary Of A CEO, Fanatics, Discord, Pubity, Tequila Komos, Cîroc Vodka, and Pernod Ricard for your partnership and support. Special thanks to our partners at YouTube and to the incomparable Janelle Monáe for absolutely rocking the chateau. The pool will never be the same!! And last, but certainly not least, thank you to my beautiful and amazing wife, Lisa Lafferty, who produced the best event I’ve ever seen. We truly could not have done this without you. ❤️
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Greg Stuart liked thisGreg Stuart liked thisMMA Cannes Connect is my comfort zone in Cannes. So many wonderful, well-known people all in one place. Great conversations. A real class reunion. The MMA team (I personally and also our DMEXCO team love working with them). And some shade in the cozy garden of the Hotel Martinez on the Croisette. It was a great evening and a real highlight. Not least because we produced another wonderful interview series. You can find it here and on the channels of DMEXCO - Digital Marketing Expo & Conference and MMA DACH over the next few days. Thanks for the great collaboration Elvin Altun Noyan Şiler Sevinç Mark Waechter Giuseppe Fiordispina Jan Garnefeld Gian-Marco Spinosa
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Greg Stuart liked thisGreg Stuart liked thisEvery year I leave Cannes with the same thought. The photos capture the panels, dinners, and celebrations. They don't capture the conversations. The coffee that runs 30 minutes over. The walk between meetings that turns into a new partnership. Reconnecting with people you've known for years and meeting others you'll likely connect with for years to come. That's what makes Cannes special. This year, one thing stood out. The conversation around AI has changed. Not long ago, the discussion was about what AI could do. This year, it was about who is delivering measurable business outcomes. I joined two panels discussing the future of advertising. The first explored why great advertising still wins despite consumers saying they hate ads, alongside Lauri Baker, Greg Stuart, and Ruth Mortimer. A great conversation with an even better group of people. The second focused on what advertising looks like after the algorithm alongside Rachel Vardon, Brian Benedik, and Ana Milicevic. (On little to no sleep but well worth it.) The conversations on stage were valuable. The conversations off stage were even better. Hearing how leaders across brands are thinking about the next five years reinforced something I've believed for a long time: technology is only valuable when it creates better outcomes for customers. One thing I found particularly positive was seeing how much the conversation has evolved. The focus is no longer on AI for AI's sake, it's on measurable business outcomes. That's the belief that led us to build COOL AI from all of our great assets at The COOL Company. To everyone I crossed paths with this week, whether we were catching up over coffee, exchanging ideas between meetings, sharing a cocktail as the music played, or discussing where our industry is headed, I appreciate the conversations. They're the real reason Cannes is special to me, that and the close friends in our industry that are now like family.
Experience & Education
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MMA Global
View Greg’s full experience
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Licenses & Certifications
Publications
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Decoding AI for Marketing Podcast
Apple Podcast & others
Many speculate that marketing is the business realm poised to be fundamentally reshaped by Artificial Intelligence. However, the pressing issue is the prevalent lack of technical acumen and basic AI understanding among many marketers.
“Decoding AI for Marketing” (DAM) aims to mend this informational void, delivering insights for the technically adept and the beginners alike. We demystify AI’s intricacies and furnish hands-on, applicable marketing approaches from those leading the…Many speculate that marketing is the business realm poised to be fundamentally reshaped by Artificial Intelligence. However, the pressing issue is the prevalent lack of technical acumen and basic AI understanding among many marketers.
“Decoding AI for Marketing” (DAM) aims to mend this informational void, delivering insights for the technically adept and the beginners alike. We demystify AI’s intricacies and furnish hands-on, applicable marketing approaches from those leading the charge. DAM will host profound conversations with top marketers and foremost AI experts, all endeavoring to decipher AI’s potential to amplify marketing’s significance and influence and, presumably, their own efficacy and organizational productivity. It’s going to be a whole world, but not without serious risks.
Your hosts are the well-respected international marketing & AI experts Greg Stuart (CEO, Author, Investor, Speaker) and Rex Briggs (Founder/CEO, Inventor, Author, Speaker). Brought to you by MMA Global, the non-profit industry body ‘architecting a new future of marketing’ for the world’s smartest CMOs.Other authors -
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Building Better CMOs Podcast
Apple Podcasts and others
See publicationBuilding Better CMOs is a podcast about making marketing stronger and smarter, hosted by MMA Global CEO Greg Stuart, a seasoned marketing industry expert and thought leader. We talk frankly about the multitude of challenges that marketers face, what they get wrong, and how we can drive growth and deliver customer value.
The podcast features insightful, engaging interviews with successful marketing leaders, which will help listeners gain a deeper understanding of the evolving role of CMOs…Building Better CMOs is a podcast about making marketing stronger and smarter, hosted by MMA Global CEO Greg Stuart, a seasoned marketing industry expert and thought leader. We talk frankly about the multitude of challenges that marketers face, what they get wrong, and how we can drive growth and deliver customer value.
The podcast features insightful, engaging interviews with successful marketing leaders, which will help listeners gain a deeper understanding of the evolving role of CMOs and learn how others create actionable strategies to overcome obstacles. Topics include data-driven decision-making, AI, customer experience, brand storytelling, marketing technology, analytics, personalization, culture, and especially the ever-increasing importance of boosting marketing productivity and impact. -
Why mobile marketing is a missed opportunity — And how you can optimise it on behalf of your brand
Journal of Brand Strategy
Mobile marketing has quickly become an important priority for marketers, primarily because of the seismic shift that it has caused in consumer behaviour. Yet, there is still very limited evidence about
the return on investment (ROI) of the mobile as a marketing channel, especially in relation to other more established media tactics. In response to this need, the Mobile Marketing Association initiated
a series of cross-marketing effectiveness studies, aiming to place the mobile on an equal…Mobile marketing has quickly become an important priority for marketers, primarily because of the seismic shift that it has caused in consumer behaviour. Yet, there is still very limited evidence about
the return on investment (ROI) of the mobile as a marketing channel, especially in relation to other more established media tactics. In response to this need, the Mobile Marketing Association initiated
a series of cross-marketing effectiveness studies, aiming to place the mobile on an equal footing with other media and help marketers make the right media investment allocations. Our paper provides five recommendations based on these studies, with the ultimate goal of helping marketers optimise their mix for the mobile, understand the value of different mobile formats and targeting approaches and maximise the value of the mobile in their mix.Other authors -
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Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T, MasterCard and Walmart
Journal of Applied Marketing Analytics
Abstract: Mobile adoption is causing a big transformation in consumer behaviour, yet there is still very limited evidence about the value of mobile as a marketing channel. This paper summarises the findings from a series of cross-marketing effectiveness studies that were initiated by the Mobile Marketing Association. Using an approach that leverages individual-level data and regression analysis, these studies aim to quantify the value of mobile in the mix and provide insights about the…
Abstract: Mobile adoption is causing a big transformation in consumer behaviour, yet there is still very limited evidence about the value of mobile as a marketing channel. This paper summarises the findings from a series of cross-marketing effectiveness studies that were initiated by the Mobile Marketing Association. Using an approach that leverages individual-level data and regression analysis, these studies aim to quantify the value of mobile in the mix and provide insights about the specific value of mobile formats such as banners, audio, video and native, as well as targeting methods including location targeting.
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Book: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
Kaplan Publishing
Ad Age said What Sticks was the "#1 book to have read" the year it was released. Forward by Steven Levitt, author of Freakonomics
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Honors & Awards
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Adweek top 100 on AI in Marketing
Adweek
Adweek names 100 AI Trailblazers in Marketing
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Ten Who made Their Mark
AdAge
Based on my book, What Sticks, which was the development of Multi-Touch Attribution
Organizations
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Marketing Accountability Standards Board (MASB)
Board Member
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Partnership to End Addiction
Board Member
- PresentPartnership to End Addiction is a U.S. nonprofit dedicated to transforming how the nation addresses substance use by empowering families, advancing effective care, shaping public policy, and providing evidence-based resources to prevent addiction and support recovery.
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The Ad Council (http://www.adcouncil.org/)
Board of Directors / Finance Committee
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MMA Global Board + North Amer. Board + Media & Data Board + Chief Digital Officer Board
Board of Directors / Global Non-Profit Trade Group
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(POSSIBLE) Beyond Ordinary Events, Inc.
Board Chair for first year and Board Member thereafter
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American Society of Association Executive - ASAE
Member
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National Association of Corporate Directors - NACD
Member / NACD Governance Fellow
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National Speakers Association - NSA
Member
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Future of Privacy Forum https://fpf.org/about/advisory-board/
Advisory Board
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Livingly Media (Silicon Valley based Media Tech Co.)
Board of Directors
-Sold to Axel Springer
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AllYes (China based AdTech Company)
Board of Directors
-Business filed S1 and then sold to Focus Media (Shanghai)
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Rapt (San Francisco based Advertising Tech Co.)
Board of Directors
-Business sold to Microsoft
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Interactive Advertising Bureau - IAB
Board of Directors / Non-Profit Trade Group
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Advertising Research Foundation - The ARF
Board of Directors / Non Profit Trade Group
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Stephanie Campbell
Mentorship compounds. Especially for early stage women founders. On March 19 in New York, 2M Mentors Live is hosting its 4th annual event in partnership with DVF, focused on expanding access to meaningful mentorship and capital for strong early stage founders. Selected founders will receive: • A high-impact mentorship day • Curated mentor circles aligned to their needs • An opportunity to participate in a founder showcase Learn more and apply here by February 20: https://lnkd.in/eD-nawTn Access matters, and rooms like this can change a founder’s trajectory.
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Charlie O'Donnell
At nextNYC’s Pre-Series A Offsite, Projects & Hockey Sticks moderator Brian Raphael (Propeller Industries) posed the question every founder wrestles with: “How much should you raise?” Mario Ruiz (Infinity Ventures) and Eugene Wan (Construct Capital) offered pragmatic guardrails: - Don’t over-raise — it can misalign fit investors and inflate expectations. - Do build a margin of safety — enough to survive and learn. - Raise according to your business type and market, not your peers. As Eugene put it: “When one kind of company thinks it’s another kind, that’s when things go off the rails.” A good reminder that capital strategy is as much about self-awareness as ambition. Thanks to our sponsors Propeller Industries, Foley Hoag LLP and Fonzi AI for helping us bring this offsite to life! Nicole Naidoo #nextNYC #PreSeriesA #FundraisingStrategy #InfinityVentures #ConstructCapital #StartupAdvice #SeriesA #VCPanel
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