Georgia-Pacific CMO Bergsma: Investing in Employees Leads to Better Outcomes

ORLANDO – Georgia-Pacific has changed its outlook on how to grow and leverage people in their roles within the company. In an interview with Beet.TV at the CMO Growth Council, Douwe Bergsma, CMO at Georgia-Pacific, explains the approach to keeping people happy, engaged and challenged within the company, particularly as employee expectations change, by not […]

 

SAP’s Tillman Has Fun Finding Influencers Through TV

When you think of a giant business operations software supplier, words like “fun”, “playful” and “mass-market” don’t necessarily come to mind. But that’s what SAP, as it branches out of the usual B2B sales tactics, using TV to find companies amongst consumers. The idea that marketing for B2B no longer needs to be restricted to […]

 

IBM’s Rangaiah on Moving Beyond Advertising to Customer Experiences

ORLANDO – Think of the last best experience you’ve had. According to Babs Rangaiah, executive partner of marketing solutions for the Interactive Experiences unit of IBM, this last-best becomes the minimum expectation for future experiences of a similar kind. Rangaiah uses E-ZPass as an example of how quickly customers’ expectations can change. “Once E-ZPass was […]

 

IBM’s Hammer: A Brand Is a Great Place for Creatives

ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are […]

 

Relevant Marketing and Products Will Win: Anheuser-Busch’s Marcondes

ORLANDO – Anheuser-Busch is investing in innovation by way of an internal team dubbed Apollo 11. The team, which operates separately from the company’s main operations, is dedicated to developing new, innovative products that resonate with customers’ evolving tastes. Ten to 20 innovations come out of the Apollo 11 team per year, one of which […]

 

Aetna’s Edelman: A Multicultural Approach to Employee Training Makes Better Marketers

ORLANDO – How do you extend your message to as many different populations as possible all while remaining authentic to both your mission and to the cultures you are aiming to reach? According to Aetna CMO David Edelman, the first step is to hold up the mirror to your own company. “We’ve launched a pretty […]

 

WFA’s Loerke Is Up For The Fight With Tech Platforms

ORLANDO – If you are going to try to force the world’s biggest technology giants to change their ways, it may pay to have safety in numbers. That is why one of the largest, broadest bodies representing advertisers is optimistic it can win out in the end. Back in June, the World Federation of Advertisers  […]

 

SAP’s Tillman: Marketers Need to Work to Build Better Data Sources

ORLANDO – SAP global CMO Alicia Tillman believes siloed data is holding the industry back. She’s working to solve it. A year ago, SAP joined forces with Microsoft and Adobe to launch the Open Data Initiative, a strategy that unites the data systems across the three companies to improve customer experiences for companies that operate […]

 

It’s About Mattering to Consumers, Not Marketing to Consumers: Mondelez’s Williams

ORLANDO – When recruiting new hires, Katie Williams, vp of marketing at Mondelez, likes to share the company’s values: loving Mondelez consumers and brands, growing every day and doing what’s right. The goal is to underscore that employees will work on the iconic brands owned by Mondelez, including Oreo, Sour Patch Kids and Chips Ahoy […]

 

Pearle Vision CMO Zarkin: Marketing Can’t Be Everything to Everybody

ORLANDO – For Pearle Vision vp and CMO Doug Zarkin, a successful marketing strategy has to involve sacrifice. “Marketing can’t be everything to everybody,” Zarkin told Beet.TV in an interview at the CMO Growth Council. “It forces brands to be rigorous and disciplined in terms of what we stand for. We could talk about a […]

 

Employees Want to Work for Companies Driving Change: Citi’s Breithaupt

ORLANDO  – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, Global Consumer CMO of Citi, Jennifer Breithaupt, lent insight on the company’s approach to employee engagement and advertising investment. In discussing causes that are meaningful to the brand, Breithaupt says that the commitment must be felt top-down from the whole organization. […]

 

CMOs Need to Be Change Agents: American Express’ Rutledge

ORLANDO – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, American Express CMO Elizabeth Rutledge provided insight into the ways that marketing has, and has not, evolved in recent years. While new breakthroughs in data and technology have brought new capabilities to marketing, including personalized messaging, Rutledge says “the customer has, […]

 

‘The Puddle Of Confusion’: ANA’s Liodice Wants CMOs To Re-Focus

ORLANDO — Ad-tech is nice, but it is also a distraction and now it’s time for marketers to refocus on business fundamentals. That was the message from the leader of an umbrella group representing tens of thousands of US brands, as his own conference got under way this week. Bob Liodice, CEO of the Association […]

 

MasterCard Harnesses Spend Data For Marketing, CMO Rajanmannar Says

ORLANDO — MasterCard’s “Priceless” marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with “multi-sensory marketing”. But being MasterCard’s chief marketer isn’t all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and […]

 

P&G’s Pritchard Wants to Eliminate Toxic Content From Advertising in 3 Years

ORLANDO – P&G’s Marc Pritchard has goals for himself, for the Association of National Advertisers and for the Global Alliance for Responsible Media, a committee comprised of 27 participating brands, five agencies and major platforms that launched out of Cannes Lions in June. In three years, the group aims to eliminate toxic content completely from […]