Facebook Names New CMO; A Michelin Star for Burger King?: Wednesday’s First Things First

Plus, a history of Trumpvertisements—and what he earned from them

Alex Schultz has served in several different marketing and analytical roles at Facebook during his 13-year tenure. Facebook
Headshot of Jess Zafarris

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Following Antonio Lucio’s Retirement, Facebook Promotes Product Growth VP to CMO

Antonio Lucio’s departure from Facebook earlier this month concluded his prestigious 40-year career in marketing and advertising. Now, the company has promoted his replacement, Alex Schultz, vp of product growth, analytics and internationalization for the brand, to the CMO role. 

Lucio had been with Facebook for two years, and he had previously held leadership positions at HP, Visa, Kraft and PepsiCo. He said he plans to devote the next chapter of his career to promoting diversity and inclusion in the world of marketing. On his next to last day in the industry, he appeared at Brandweek to share a powerful and emotional talk full of lessons he learned about marketing and leadership in his storied career. 

A promotion amid scrutiny: Schultz’s background in online marketing and analytics, and he says social media  is a “force for good” and has created opportunities for economic empowerment and personal connection.

Also in job moves: 

Burger King Is on a Quest for a Michelin Star

Could a fast food chain earn a Michelin Star if the food is good enough? Burger King in Belgium thinks so. It’s working with French agency Buzzman on a campaign to get its Master Burger recognized by the Michelin Guide, which grants stars to the world’s finest restaurants based on ingredient quality, flavor, cooking technique, chef personality, consistency and monetary value. The chain believes the burger is worth the accolade and has launched a petition to push for it. Its Belgium CEO Kevin Derycke has even called upon the Michelin inspectors to consider it.

It could happen: One Michelin Guide inspector is taking it seriously.

Shill to the Chief: Here Are Some of the (Awful) Ads Referenced in the NYT’s Trump Tax Exposé

A smaller follow-up to the New York Times investigative exposé of Donald Trump’s taxes referenced the many ads that Trump has appeared in and how much he earned from them. The lineup includes $15 million for a 2010 Serta ad, $850,000 to promote All laundry detergent, $500,000 for a 2005 Domino’s spot and another $500,000 for Oreos.

And there are more: Watch at AgencySpy.

A Voting Rights Group Made Deepfakes of Dictators Warning About the Death of Democracy

A new campaign from nonprofit RepresentUs and agency Mischief features deepfakes of authoritarian leaders Vladimir Putin and Kim Jong-un ominously discussing the dangers of voter suppression and manipulated media. Mischief co-founder and chief creative officer Greg Hahn said they used the technology not only to illustrate the concept but to grab attention in a media environment that’s oversaturated with political messaging.

Watch: The videos point out the threats manipulated media can pose to fair and open elections.


@JessZafarris jessica.zafarris@adweek.com Jess Zafarris is an audience engagement editor at Adweek.
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