What modified? Nike reorganized its client, product, and model management division into three distinct areas: client and sport, advertising, and product creation. As a part of that reshuffle, CMO Nicole Hubbard Graham added evp to her title, charged with main storytelling for the Nike, Jordan, and Converse manufacturers.

Why it issues: Hubbard Graham is a part of the group racing to show round Nike’s enterprise after years of sluggish gross sales and heated competitors from upstarts like On and Hoka. After main Nike’s return to the Tremendous Bowl in Feb. 2025, she took a good greater danger. In September, Nike reimagined its “Simply Do It” slogan as “Why Do It?” to succeed in Gen Z, marking one among its most vital model campaigns in years. –Brittaney Kiefer

Jon Halvorson, Tylenol

What modified? Generally you want a marketer, and typically you want a warrior. In October, Tylenol maker Kenvue wanted each, and Jon Halvorson obtained the decision.

Why it issues: Kenvue was reeling after a September press convention wherein well being secretary Robert F. Kennedy, Jr.—buttressed by President Trump—implied a hyperlink between autism and acetaminophen, the lively ingredient in Tylenol. Regardless of the medical institution lengthy discrediting such hyperlinks, Kenvue took no possibilities. With expertise spanning Starcom MediaVest, GM. and Mondelez—the place he led AI adoption—Halvorson brings the advertising and messaging chops wanted for the problem forward. The identical day Kenvue reported Q3 gross sales down 3.5%, Kimberly-Clark introduced it had acquired Kenvue for practically $49 billion. – Robert Klara

Colleen DeCourcy, Sonos

What modified? On an earnings name in November, beleaguered tech firm Sonos introduced it’ll deliver on advertising and Madison Avenue veteran Colleen DeCourcy in January to steer a model turnaround. The appointment comes as Sonos continues to recuperate from a botched app replace in 2024, which value it $100 million in income within the following six months and despatched its inventory tumbling. 

Why it issues: Sonos is betting DeCourcy, together with her pedigree at corporations like Snap Inc. and Wieden+Kennedy, can repair the brand’s image with a revamped advertising technique that shifts the main focus from including new prospects to growing the variety of gadgets in every buyer family. She joins below new CEO Tim Conrad, who got here on in July to show across the struggling firm’s fortunes. – Alison Weissbrot