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Richard Donahue is CMO at Ibotta, a free cash-back rewards and payments app.
How would you describe your job to someone who doesn’t work in marketing? We’re just trying to grab people’s attention for a second so we can explain to them why we think they would like using our product.
What’s your favorite ad campaign? I’ll always remember this Supercuts ad from about 10 years ago where there’s a guy who suddenly leaves what he is doing when he realizes it’s time for a haircut. I felt like they were speaking directly to me (and how I view haircuts).
What marketing trend are you most optimistic about? Least? These actually go hand in hand. I’m least optimistic about engaging consumers with our message in media where there are big audiences, but we are simply an interruption. I’m very optimistic about the opportunities to engage our audiences in new channels or with valuable content that adds to what they’re already consuming.
Favorite project you’ve worked on? Our “Free Thanksgiving Dinner” campaign was proof that when a smart team is faced with a unique set of circumstances and given the freedom to tackle that challenge without restrictions, they can create something incredible. We fed over 5 million people in a year when the Covid-19 pandemic wreaked havoc on school, employment, and just about every facet of our daily lives. The ultimate win-win for us [was that] we grew our business while doing good for the community.