Episode
Turning brand youth into a strength in a luxury category dominated by legacy players, with the CMO of Genesis Motor America.
- Podcast
- Ad Age Marketer's Brief
- Published
- Apr 1, 2026
- Duration seconds
- 1129
- Processing state
not_requested
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Summary
Genesis CMO Amy Marentic describes how the auto brand took a blank canvas approach to raise awareness in a segment dominated by older brands like BMW and Mercedes. She describes how the marketing department sold a campaign pivot internally. Marentic also dishes some advice on experiential marketing, including how the automaker uses its Genesis House in New York City as a brand equity play channeling Korean hospitality. Also, hear how she approaches marketing metrics.