Driving Disruptive Creativity at L’Oréal: Inside Adam Kornblum’s Innovation Playbook
Episode Description
ABOUT THE EPISODE Adam Kornblum, Chief Creative Officer for U.S. Brands at L’Oréal, joins Barbara Kahn & Dr. Americus Reed, II to share how he drives disruptive creativity across 17 brands, from the viral CeraVe Super Bowl campaign to the global youth innovation competition Brandstorm, illustrating how storytelling, experimentation, and an entrepreneurial mindset fuel innovation at L’Oréal.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
#Loreal #DisruptiveCreativity #BeautyMarketing #BrandStrategy #Innovation ----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.
Launched in 1999, Knowledge at Wharton offers free access to:
- Articles, podcasts, and videos highlighting Wharton faculty research and analysis of current business trends - Interviews with book authors from Wharton School Press - In-depth series of curated content like Wharton Executive Education’s Nano Tools for Leaders - A searchable database of more than 10,000 articles covering all aspects of business - A weekly newsletter that delivers Knowledge at Wharton insights directly to your inbox
Visit the Knowledge at Wharton homepage: https://whr.tn/3qUpSBE Subscribe to the Knowledge at Wharton YouTube channel: https://whr.tn/3DEAgAU
Brief Summary
Adam Cornblum discusses guerrilla marketing and the Brandstorm competition at L'Oreal, emphasizing creativity and disruptive storytelling.
Key points
- Meet Adam Cornblum. Adam Cornblum, chief creative officer at L'Oreal, joins the podcast to discuss innovative marketing.
- Guerilla Marketing Explained. Adam shares insights on guerilla marketing and its impact on big brands.
- The Birth of a Game Idea. A college student's idea for a credit card game leads to an unexpected journey.
- The Power of Storytelling. The conversation shifts to the importance of storytelling in marketing campaigns.
- Juicy Tubes Comeback. The hosts discuss how to revive a nostalgic product like Juicy Tubes.
- Nostalgic Marketing. Exploring how nostalgia can drive engagement with unexpected celebrity choices.
Ask about Knowledge at Wharton
Episode highlights
- Meet Adam CornblumAdam Cornblum, chief creative officer at L'Oreal, joins the podcast to discuss innovative marketing.“Adam has been on the show before. Yes. He really knows marketing manners.”1:20Oct 10, 2025
- Guerilla Marketing ExplainedAdam shares insights on guerilla marketing and its impact on big brands.“In order to really disrupt, we need to do guerilla social media type of marketing.”2:48Oct 10, 2025
- The Birth of a Game IdeaA college student's idea for a credit card game leads to an unexpected journey.“I remembered that I added credit cards to the game Monopoly when I was like 8.”3:45Oct 10, 2025
- The Power of StorytellingThe conversation shifts to the importance of storytelling in marketing campaigns.“If we don’t have a story, just create one.”10:51Oct 10, 2025
- Juicy Tubes ComebackThe hosts discuss how to revive a nostalgic product like Juicy Tubes.“How do we make it cool again?”15:32Oct 10, 2025
- Nostalgic MarketingExploring how nostalgia can drive engagement with unexpected celebrity choices.“It's the unexpected that drives engagement.”16:23Oct 10, 2025
- Brandstorm CompetitionA national competition for college students to pitch innovative ideas for brands.“This is the number one youth innovation event in the world.”21:17Oct 10, 2025
- Creative CollaborationEncouraging community involvement in brand creation and innovation.“We're outsourcing the creative talent, which is genius to do.”27:43Oct 10, 2025
