Google.org cites ‘storytelling problem’ at Manhattan event

Amazon said recently that it would no longer use NDAs with local officials on its data-center plans, according to the Journal’s reporting by Clara Hudson. Separately, Google reached out to residents of New Mexico’s Lea County, where the company is eyeing a possible data center, stressing that its plans are in the earliest stages and that it is eager to field any concerns. A company survey asks what additional investment the area might need, and a website states plainly, “We’re listening.”

The broader industry, the Journal reported, is sharing data-center plans earlier and promising more transparency to win local support that has proved hard to come by. Tech companies have faced so much criticism for making deals behind closed doors that they have to try a new approach, the newsletter said.

Internal acknowledgment of the trust deficit is also becoming more public. Stuart McLaughlin, head of advocacy at Google.org, Google’s philanthropic arm, said at an event in Manhattan last month that “there is a fundamental storytelling problem here” and that “[we] all need to get way better at telling this story.”

A Google spokesperson acknowledged to the Journal that announcing data-center plans earlier invites more risk, but said the alternative would be losing public trust. Hudson, the Journal reporter, characterized the company’s calculus as “damned if you do, damned if you don’t.”

Some Lea County residents set up a Facebook page within days of Google’s “We’re listening” site going live to organize opposition to a possible data center, the Journal reported. Tech companies have also tried hosting open houses, including some at local middle schools, to invite residents to air concerns face-to-face, and have pledged all kinds of funding for communities. Yet the public “still isn’t buying it, for the most part,” the Journal reported.

The storytelling around water is going especially poorly, the Journal reported. Several months ago, most people were not aware that some data centers can guzzle water to cool electrical equipment; water now ranks among the top concerns communities are raising, particularly in dry and rural regions. To offset those worries, companies are jostling to show that their data centers are the least resource-intensive and more thoughtfully designed than their rivals’.

The New York Times recently published a visualization of how many data-center calculations go into training large language models, the Journal noted. One takeaway: the count is “now well above ‘the number of stars in the known universe.’”

“Opponents say offering major community investments and other moves show that tech companies have lost control of the narrative,” the Journal reported. “Some tech insiders might agree.”

Other items in the WSJ CMO Today newsletter

The same newsletter carried additional items from the WSJ Leadership Institute and other outlets.

Arby’s names new CMO ahead of Inspire Brands’ planned IPO. Arby’s has named Jenna Bromberg its new chief marketing officer as the sandwich chain attempts to regain momentum and parent company Inspire Brands prepares for a planned IPO, the WSJ Leadership Institute’s Patrick Coffee wrote. Bromberg joined the brand this week after just under two years leading marketing for Papa John’s. She succeeds Jeff Baker, who will now focus on menu strategy as vice president of category management and culinary innovation, the company said.

Atlanta-based Inspire was formed in 2018 when Arby’s combined with Buffalo Wild Wings as part of a strategy to win consumers across a range of dining occasions. It has since acquired Jimmy John’s, Sonic Drive-In and Dunkin’, which also owned ice-cream chain Baskin-Robbins.

Arby’s has been one of Inspire’s lesser-performing brands over the past two years, going from consistent single-digit sales growth to a 6.3% year-over-year decline in 2024 and a 2% drop last year on about $4.24 billion in revenue, according to food industry research and consulting firm Technomic. Dunkin’ sales grew 5.1% last year, by comparison, while Sonic saw a 2.6% drop, the firm found. Arby’s has also shuttered 225 U.S. locations since 2023, including 100 last year and 77 so far this year, according to Technomic.

The chain’s marketing history includes a viral 2013 Grammy Awards tweet suggesting that Pharrell Williams had borrowed the hat from Arby’s logo, a roughly 13-hour 2014 local TV commercial about a brisket being smoked, and the long-running “We Have the Meats” campaign. Arby’s has looked to move past its reputation as the home of roast beef, most recently introducing limited-time chicken cheesesteaks.

Papa John’s has struggled to rebound from its own multiyear sales dip. The company’s stock is down approximately 50% so far this year, and CEO Todd Penegor last month told investors it will focus on reviewing product quality and convincing consumers that the chain is a good value for the money.

Generative AI in campaign ads. Many campaign ads this election season that used generative AI include AI depictions of opposing candidates, and even more lack disclaimers about the technology, according to the Wesleyan Media Project.

KFC switches to Coca-Cola. KFC struck a deal to make Coca-Cola its beverage provider at thousands of U.S. restaurants, a blow to longtime supplier and onetime parent company PepsiCo. KFC is one of the biggest sellers of Pepsi among U.S. restaurant chains, according to Beverage Digest, an industry tracker.

Billy Evans and the Elizabeth Holmes documentary. A new documentary, “You Can See Everything,” shows how Billy Evans, the 34-year-old father of Elizabeth Holmes’s children, has been managing the disgraced Theranos CEO’s image while she is behind bars. On screen, Evans reveals that he has power of attorney over Holmes and posts under her name on X. He also has created an AI avatar for her, though it was never released to the public.

Tesla Roadster launches with SpaceX rocket technology. The long-awaited, long-delayed Tesla Roadster launched Thursday night, more literally than usual for a product introduction. Using SpaceX rocket technology, the angular sports car climbed a curved ramp and hurled itself to a controlled landing. Later, it leapt over five other Tesla vehicles while twisting in the air.

Charley Hull on LPGA personalities. “I just think the LPGA Tour needs to show more personalities, rather than us all looking like just golf, golf, golf,” pro golfer Charley Hull, one of the most outspoken players on the LPGA Tour and No. 8 in the Women’s World Golf Rankings, said to Front Office Sports. Hull has more than 866,000 Instagram followers and recently started her own YouTube channel.

WSJ CMO Council Summit. CMOs will gather in New York Nov. 17 and 18 for the WSJ Leadership Institute’s CMO Council Summit, featuring marketing leaders including FUBU founder Daymond John, Visa’s Frank Cooper III, Mars Inc.’s Gülen Bengi, IBM’s Jonathan Adashek, United Airlines’ Josh Earnest, PepsiCo’s Mark Kirkham, e.l.f. Beauty’s Oshiya Savur, and the National Women’s Soccer League’s Rachel Epstein.

Netflix CCO transition. Netflix Chief Content Officer Bela Bajaria is leaving the company as it contends with slowing growth and falling customer engagement. She will be succeeded by Peter Rice, a former 21st Century Fox and Disney executive, the Journal reported.

American Express CMO retirement. American Express CMO Elizabeth Rutledge is retiring after 37 years with the company, Adweek reported.

Brands produce video for AI answer engines. Brands including Fender and Marshall are producing video with both human viewers and AI answer engines in mind, Digiday reported.

Meta’s “Ads Super Burst.” Meta introduced ad formats that echo TV’s strengths, including an “Ads Super Burst” letting brands reserve time slots from three to 24 hours and, in some cases, secure category exclusivity, AdExchanger reported.

Rowan piercing suites. Ear-piercing chain Rowan is introducing a new store format featuring private piercing suites and higher-end materials, Retail Brew reported.

Shook Research rebrands. Shook Research has rebranded as Veritant in the wake of a scandal over its founder’s $6 million payment to the top editor of Forbes, the New York Times reported.

Apple Music’s new icon. Fans are trying to make sense of Apple Music’s new black-and-white icon, Creative Bloq reported.