NFL CMO Tim Ellis On Future-Proofing The League

Key Concepts

• Super Bowl advertising
• Brand building vs. product advertising
• Conventional marketing wisdom vs. unconventional strategies
• Cultural resonance and relevance
• Youth audience engagement
• Helmets off strategy (humanizing athletes)
• Mental health advocacy
• Diversity, equity, and inclusion
• Data-driven marketing
• Long-term vs. short-term marketing goals
• Marketing as an investment

Volkswagen Super Bowl Ad: "The Force" (2011)

• Background: Tim Ellis, then at Volkswagen, championed an unconventional Super Bowl ad for the 2012 Passat, manufactured in the new Chattanooga factory. The ad featured a child dressed as Darth Vader attempting to use "the Force" on the car.
• Challenge to Conventional Wisdom: The ad was scheduled to run six months before the car's release, defying the standard two-to-three-week pre-launch cadence.
• Internal Resistance: Ellis faced resistance from Volkswagen executives in both North America and Germany, who were concerned about the early timing and the cost of a Super Bowl ad. The agency, Deutsche LA, also grew nervous due to the internal conflict.
• Ellis's Argument: He argued that the ad was not just for the product but for the brand, aiming to elevate Volkswagen's image and drive overall sales. He believed the early launch would create buzz and position the Passat as a significant vehicle.
• Winning Argument: Ellis convinced the executives that the ad would create a "halo" effect, benefiting all Volkswagen models and driving both short-term and long-term sales.
• Pre-Game Release on YouTube: Defying further convention, Ellis released the 60-second version of the ad on YouTube several days before the Super Bowl, despite concerns that it would diminish the impact of the TV spot.
• Rationale: He believed the ad was strong enough to "catch fire" online, generating buzz and anticipation before the game.
• Results: The ad went viral, garnering over 150,000 views overnight and becoming a major topic of discussion before the Super Bowl.
• Impact: The ad was widely considered a success, driving traffic to dealerships and boosting sales. It also changed the landscape of Super Bowl advertising, with many advertisers now releasing their ads online before the game.
• Key Quote: "This isn't you can't think of this as a product ad this is an ad for the brand right this is going to make people think differently about Volkswagen."

NFL: Addressing Cultural Relevance and Youth Engagement

• Initial Assessment: Upon becoming CMO of the NFL in 2018, Ellis identified a concerning trend: a decline in youth audience engagement, a lack of female fans, and poor cultural resonance compared to other major sports leagues.
• Data-Driven Argument: Ellis presented data to the NFL's leadership, demonstrating that the league's core fan base was aging and that failure to attract younger fans would lead to a decline in viewership and revenue.
• Acquisition Strategy: He emphasized the need to acquire new fans, particularly among young people, women, and Latinos, to future-proof the league. He highlighted that it was nearly impossible to acquire a new fan over the age of 18.
• Cultural Focus: Ellis advocated for a strategy focused on music, gaming, and fashion – areas of high interest for young people.
• Helmets Off Strategy: To humanize the players and make them more relatable, Ellis implemented a "helmets off" strategy, showcasing players' personalities and interests beyond their athletic abilities.
• Mental Health Advocacy: Recognizing the importance of mental health, Ellis launched campaigns featuring players discussing their own experiences with anxiety and depression.
• League Collaboration: Ellis partnered with the Ad Council to create a mental health campaign involving 11 sports leagues, demonstrating the power of collaboration on social issues.
• Diversity and Inclusion: The NFL has maintained its commitment to diversity, equity, and inclusion, despite potential backlash from some traditional fans.
• Business Justification: Ellis argues that these efforts are not only aligned with the NFL's values but also contribute to attracting a broader audience and driving revenue.
• Current Success: The NFL currently has the highest number of fans in its history, driven by growth among young people, women, and Latinos.
• Key Quote: "If you didn't get a young person to be a fan by the time they were 18 the likelihood of getting them to be a fan was almost impossible."

Balancing Unconventional Strategies with Stakeholder Expectations

• Honesty and Transparency: Ellis emphasizes the importance of being honest and transparent with stakeholders, including the NFL's owners, about the potential risks and rewards of unconventional marketing strategies.
• Data-Driven Justification: He uses data and research to support his recommendations and demonstrate the potential impact of his strategies on the league's business goals.
• Building Trust and Credibility: By consistently delivering results and demonstrating a deep understanding of the market, Ellis has earned the trust and credibility of the NFL's leadership.
• Long-Term Vision: He balances short-term performance with a long-term vision for the league's growth and sustainability.
• Key Quote: "I'm incredibly honest and transparent about what I think uh of of how something's going to work or not work right i'm I I just tell the truth right and I don't and I don't hold back."

Advice for CEOs and CFOs on Marketing

• Invest Time in Understanding Marketing: CEOs and CFOs should take the time to understand the complexities of modern marketing and how it contributes to business goals.
• Ask Questions and Listen: They should ask their CMOs questions about their strategies and be open to learning from their expertise.
• Demand Accountability: They should hold their CMOs accountable for delivering results and demonstrating the ROI of marketing investments.
• Encourage Experimentation: They should create a culture that encourages experimentation and innovation, even if it means taking risks.
• Recognize Marketing as an Investment: They should view marketing as an investment in the company's future, not just an expense.
• Promote Open Communication: CMOs should clearly explain their marketing plans, including how they align with business objectives, and be transparent about what's working and what's not.
• Key Quote: "Take the time to really sit down and ask questions and listen and make your CMO prove out like I wouldn't maybe not it's prove out but it's also explaining how it all works."

Synthesis/Conclusion

Tim Ellis's success as a marketer stems from his willingness to challenge conventional wisdom, his ability to build consensus around unconventional strategies, and his commitment to data-driven decision-making. He emphasizes the importance of understanding the audience, building strong brands, and driving both short-term and long-term growth. His approach involves a blend of creative vision, analytical rigor, and effective communication, making him a valuable asset to any organization. He advocates for marketing to be seen as an investment, not just an expense, and for CMOs to be transparent and accountable for their results.