Michaels and Analytic Partners at Ad Age Next: Retail – From Brand Building to Brand Transformation

The past year found retailers in a watershed “sink or swim” moment. At a recent Ad Age event, Ron Stoupa, CMO of Michaels, and Fred Chassé, senior VP of Analytic Partners, sat down with Ad Age’s John Dioso to talk about how Michaels transformed its marketing with data-driven strategy following the disruptions of 2020.




Over the course of the discussion, Ron offers an engaging, insightful view into how Michaels was able to pivot for success throughout 2020, from teaching online crafting courses to testing curbside pickup on a Friday and launching it the following Monday. All with a holistic view of the business guiding decision-making.


Watch the full conversation to learn more about:


  • How Michaels managed a massive e-commerce shift with agility and speed
  • What brand transformation means in the age of digital, and which changes are here to stay
  • Why a strong foundation of holistic measurement was key in creating a future-proof strategy



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