[09:10] Stop Choosing Creators for Reach Alone — Jason does not believe the biggest creator is automatically the best creator. The real question is whether that person already likes the brand, understands what it stands for and can create something that feels natural. For him, creator marketing should be treated like any other serious partnership: do the homework, look for mutual fit, and make sure the relationship makes sense both ways. A large audience means very little if the partnership itself feels random.
[11:17] The CMO Title Debate Is Missing the Point — CMO. CGO. CXO. Chief experience officer. Chief revenue officer. Jason thinks marketers are spending too much energy debating titles and too little on the thing that actually matters: alignment. If the CEO, board and marketing leader agree on the objectives and what success looks like, the label on the org chart becomes secondary. His Brandweek 2026 point is refreshingly simple: clarity of mandate beats title inflation.
[12:01] ROAS Is Directional, Not Definitive — Jason’s unpopular marketing opinion is one he says he will argue “until I’m blue in the face”: ROAS does not equal marketing success. He sees it as a useful directional indicator, but not a complete scoreboard. That matters particularly in hospitality, where long-term brand value, loyalty and guest experience cannot always be reduced to a single short-term efficiency metric. The danger is letting the easiest number to report become the only number leadership cares about.
