Sundance draws CMO interest as execs rethink events amid new priorities

After two years of attending the Sundance Film Festival virtually, Meliza Humphrey, senior manager of marketing at Acura, is looking forward to its in-person return this week.  A 13-year-sponsor of the annual Utah-based festival, Acura will have its largest presence yet this year with two venues, a bevy of film partnerships and panels, and the unveiling of a new campaign supporting the automotive brand’s new electric vehicles. 

Yet Humphrey’s enthusiasm also extends to the connections she plans to make and the inspiration she hopes to receive from other brands, creators and activations at Sundance, which begins today and ends Jan. 29.

“When we go to Sundance, we look at all the other different filmmakers there and see who is doing what,” she said. “It’s always good to be able to see all of these independent creators—their work and how they think.”

It’s a rationale many CMOs and marketing executives are thinking about as they consider which events to prioritize this year amid a challenging economic backdrop. The schedule is busier than ever as events such as Sundance—which went mostly virtual last year because of the Omicron breakout—return to an in-person format, highlighting the potential for networking and making new brand connections.

Changing business priorities are also affecting travel plans. 

In the past, CMOs may have shied away from big business events—such as this week's Davos World Economic Forum in Geneva, Switzerland—because they had little connection to marketing.

Yet now, as marketers’ responsibilities change and they move up in the C-suite, many are finding that it makes sense to attend events they did not previously consider. That includes Sundance, where they can diversify their network, and Davos, where they can bring their brand to the forefront of societal and economical issues, according to Katie Klumper, founder and chief executive of management consultancy Black Glass, whose clients include CMOs. A Sundance spokeswoman confirmed that a lot of marketers are attending the festival this year, though she could not specify numbers due to the way badges are purchased.

“It’s less of what is the best digital marketing or what’s happening with cookies—it’s what’s happening with growth ... what’s the investment strategy,” Klumper said. “Naturally, they’re spending their time in places and spaces that are more business-related, more so than the marketing practitioner level.”

Pandemic-related shifts

The pandemic has also resulted in many CMOs being more growth-focused—a shift that has only intensified during recent months of economic pressure and widespread layoffs. CMOs are under pressure to build their networks with new names and faces. Sundance gives them the opportunity to speak directly to content creators and filmmakers and get inspired by storytelling at its source. CMOs are also now responsible for things they never were before, Klumper said.

“Because of the pandemic, they’ve been supercharged into this growth role, a bigger role around what does return to office, internal operations look like,” she said. “They’re having much broader conversations than they were pre-pandemic.”

Doug Zarkin, VP and CMO of Pearle Vision said: “The economic issues that we have had to deal with as leaders is certainly unprecedented, but it is magnified when you factor in things like the Great Resignation culture. I am attending conferences that allow me the opportunity to listen and learn from those that are experiencing and navigating through the same things.”

Finding ROI

The changes from the last few years have resulted in more CMOs considering thought leadership and how they can move beyond simply putting out consumer-facing communication.

Deborah Wahl, global chief marketing officer at General Motors, recently attended CES as her company becomes more tech-forward with EVs. She’s also planning to attend Possible, a new conference from the Mobile Marketing Association this spring, and other events that combine insights on technology, marketing and consumers as she tries to find the most value and return on investment from events.

“It’s a time for CMOs to focus on rewiring, rewriting and reshaping the industry and how our companies show up,” she said. “So that means we rethink where we show up and what we do.”

Outside of conferences, marketers are also rethinking their daily business travel because of the rise in natural disasters, which particularly affect brands with retail outposts. Zarkin said he has had to be more nimble as he navigates such challenges, particularly in Puerto Rico, where his company has eye care centers. Marketers now have to consider pandemics, recovery from disasters like flood and hurricanes and snow as they plan their playbooks, Zarkin said, noting that he prioritizes visits with franchisees and store associates.

"My number one priority is getting out to reengage live with franchisees, traveling to markets," he said.