Episode
Turning consumer signals into campaigns that work, with Kayak's senior VP of brand marketing
- Podcast
- Ad Age Marketer's Brief
- Published
- Aug 5, 2026
- Duration seconds
- 1050
- Processing state
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Summary
An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until research confirms it's real. That process turned a theory about group travel into "Bookboards": 84% of travelers have watched a group trip stall in the chat, and 90% blame one friend who won't commit. The travel brand's senior VP of global brand marketing Carolina Montenegro walks through how Kayak separates a real consumer pattern from a passing one, how the brand teases familiar behavior without punching down, and what that discipline looks like for marketers outside travel. Dig deeper: ~ Kayak's 'Bookboards' let friends shame a holdout who won't commit to a trip ~ Millennials get thrashed in Kayak's biting booking campaign ~ How brands can separate passing fads from valuable consumer insights ~ Circana's Cara Pratt on inventory versus insight, and why more data isn't the answer