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Sources
Consumers expect brands to take a stance in a way that is authentic and actually do something about it, not just put out an ad.
AdWeek's
Buzzworthy
TOP
Data
Purpose
Personalization
Authenticity
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Raja Rajamannar, CMO, Mastercard
Have a culture that fosters authenticity internally.
Alyssa Perry Senior Director, Acquisition Marketing, FabFitFun
We want to build authentic relationships with our consumers, so understanding what they love is our way in.
Andrea Grasty, Senior Manager, Media, Samsung
You need to understand the data in whatever domain you operate in and how it relates to the rest of the data in your organization. If you are not data literate in your job, you are going to lose your job to somebody who is, ultimately because they are going to be better at your job than you are.
We’re looking at data but with empathy; It’s an art and a science. We aren’t a data driven company but a data informed company. The qualitative piece of listening and understanding doesn’t come from the data.
Katie Gowdy Pridham, Head of Brand Partnerships, GirlBoss
John Dick, Founder and CEO, CivicScience
On the ground involvement builds trust. It’s the little things that bubble up to the big things, so take a stance there.
Every business is a platform—you can use it just to make money or you can use it forsomething larger. In the current climate, make no mistake, you are going to offend someone. But be clear about it. If you are going to take a swing, knock ‘em down!
Jessica Rodriguez, CMO, Univision and President and COO, Univision Networks
What side of history do you want to be on? Is this all about the money? Brands that stand up for what's right will win in the end.
Edwin Wong, VP of Research and Insights, Buzzfeed
Bob Safian, Editor in Chief and Founder, The Flux Group
Content marketers should focus on personalized marketing within the vast sea of content. We should deliver recommendations—it benefits all parts of the ecosystem! Consumer gets more content they like, advertisers get more data and metrics, and content providers get more exposure for their content offerings.
People want brands to know them, and data can help us create a more personalized experience, but not at the expense of privacy. Show people the benefit of the data they are giving; It’s a value exchange that requires transparency. It should be part of your core strategy rather than something where you hope you don’t get caught.
Steve Mandala, President, Advertising Sales and Marketing, Univision
Meredith Verdone, CMO, Bank of America
Content is more interesting and illuminating and exciting when it’s created by a diverse group of people.
Inclusion empowers people with ideas to rise. If you don’t make the space for that, you’re toast.
Katie Couric, Journalist, Founder of Katie Couric Media and SU2C
You have to have voices that are representative of the communities you want to serve. That’s just good business.
Bobby Jones, Author, Good is the New Cool
Nicolle Pangis, CEO NCC Media
Diversity isn’t just a top down initiative or a bottom up initiative. It’s an everywhere thing.
John Osborn, CEO OMD
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Will Smith, Actor and Musician
The metrics are there to help you train your gut, because at the end of the day you have to make the call on the extraordinary. The metrics keep you in the ordinary. The metrics keep you from failing more than they help you succeed.
Convos
Diversity & Inclusion