Tara McRae of Tom Brady’s & Alex Guerrero’s TB12: “A campaign must get people to ‘feel something’ or want to actually ‘do something’; It must evoke emotion and action”

…regardless of the business and brand objectives mapped out, a campaign must get people to ‘feel something’ and/or want to actually ‘do something’. I am all about evoking emotion and action. In today’s scroll and swipe landscape, you have a shorter amount of time to capture that attention, so it is a much different challenge than it was when I first started in marketing.

I had the pleasure to interview Tara McRae, CMO at Tom Brady’s and Alex Guerrero’s TB12. Tara has more than 20 years of brand management, marketing, e-commerce and business strategy experience in the athletic and lifestyle industries. Most recently, she was CMO of Clarks, where she reinvigorated the footwear brand by strategizing their first-ever coordinated global campaign with celebrity ambassadors. McRae also grew Clarks’ consumer base through collaborations with fashion and entertainment brands such as Supreme, Kith, Tibi, Patta and Wutang. Prior to…