MN Exec Makes Fast Co. List Of “Most Creative People”
Fast Company named its “100 Most Creative People In Business” of 2014 on Tuesday, and General Mills Vice President of Marketing Camille Gibson made the cut at 37th.
The magazine said Gibson made the list “for showing what families really look like.” The Golden Valley-based food company made headlines last year when it released an advertisement for Cheerios that featured a mixed-race couple and biracial child.
“The advertising industry has always trailed behind societal norms,” Fast Company said, “but Cheerios caught up in a big way last May with the debut of its ‘Just checking’ ad.”
Although on the whole Gibson said the response was “very, very positive,” the video also drew negative attacks, which led to Gibson turning off the comments on the ad’s YouTube page.
“We are a family brand, and not all of the comments were family-friendly,” Gibson told USA Today. “There are many kinds of families . . . and Cheerios celebrates them all.”
Fast Company, citing a content marketing firm, said the ad boosted the brand’s online exposure by 77 percent. The ad was so successful that Gibson chose to bring the same family back for a second spot during the last Super Bowl.
General Mills has garnered significant attention for its marketing creativity. Twin Cities Business interviewed Gibson’s boss, Senior Vice President and Chief Marketing Officer Mark Addicks, in last year’s “Interview Issue.” Addicks also made TCB’s list of the 100 people you should know in the state.
The top-ranked creative person on Fast Company’s list was Princess Reema Bint Bandar Al-Saud, CEO of Saudi Arabia-based luxury retailer Alfa Intl. Following her was Gur Kimchi and Daniel Buchmueller, who lead Amazon’s drone delivery business Prime Air; Jill Wilfert, vice president of global licensing and entertainment at Lego; Mario Queiroz, vice president of product management at Google; and Raj Talluri, senior vice president of product management at wireless telecom firm Qualcomm.
Click here to see the full list.