She Runs It’s Post

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

During AdWeek last year, I had the pleasure of interviewing Katie Haniffy, Head of Media Strategy and Investment at PepsiCo, for Meta’s Performance Talks: CMO Corner series. During our conversation, we talked about PepsiCo's measurement journey, including their approach, how they benchmark themselves to other companies in the industry and her take on trends she expects to see in 2024. I’d love to hear your thoughts on how you see measurement driving advertising performance!

Join us next week for a very practical thought leadership session on how to translate purpose marketing to effective media strategies. During this session: 1. We provide a clear model to guide brand purpose-led initiatives to media activation distilled from in-depth analysis on a plethora of case studies, either successful and not successful. 2. We shed a light on the consumer decision-making process and highlight how to tap into different consumer typologies as it relates to brand purpose. 3. We showcase marcom and media planning tactics to enhance brand purpose efforts to drive business goals and accelerate ROI. Open for all our Wavemaker clients! #positiveprovocation #wavemaker #groupm #wpp #purposemarketing #mediastrategy

🔍🌐 The Power of Brand Partnerships with Talent: A Path to Cultural Connection 🤝🎯 In today's rapidly evolving business landscape, connecting with our audience on a deeper level is essential for meaningful and sustainable growth. One impactful strategy that has emerged as a beacon of success is brand partnerships with talented individuals. 🚀🌟 Collaborating with diverse talents not only allows us to tap into their unique perspectives but also creates an authentic bridge to culture. These partnerships serve as a catalyst, propelling our brands beyond mere transactions and into the realm of genuine emotional resonance. 🔊💓 Thrilled to have developed this partnership with PepsiCo and #DAPPERDAN for the kick off of the #NFL season with many great partners. As thought leaders, it is crucial to recognize that these collaborations are not just about financial gains or increasing market share. Instead, they empower us to become agents of change, embracing diversity and inclusion, and celebrating the rich tapestry of cultures that define our world. 🌈🌏 Moreover, brand partnerships with talent offer a two-way street of learning and growth. Through symbiotic relationships, we gain invaluable insights into the ever-changing dynamics of culture, staying relevant and attuned to the pulse of our audience. This, in turn, nurtures a culture of continuous innovation and adaptability within our organizations. 🔄🧠 #BrandPartnerships #CulturalConnection #ThoughtLeadership #DiversityandInclusion #Collaboration #Authenticity #Innovation #ImpactfulGrowth #Pepsi Todd Kaplan JP Bittencourt Rich Funaoka Jordana Biancosino

Leveraging a #brand ambassador or spokes-character is a game-changer when it comes to engaging and captivating your consumers. Take Jake from State Farm! He’s more than just a character; he's become an iconic representation of our brand, able to infiltrate culture (he’s even become a Halloween costume!). In today's lightning-fast world where competition for #consumer attention is fierce, having a recognizable face can set your brand apart and leave that lasting impression you’re craving. By personifying our brand through Jake's relatable persona, we’ve elevated our presence in #PopCulture and we’re building a genuine connection with consumers while sparking future demand in younger generations. We’re fortunate to have Jake join the ranks of other iconic spokes-characters like those of McDonald's, General Mills' Pillsbury, and Procter & Gamble who are forever embedded into our collective psyche — what’s a brand character who always gets your attention? #MarketingAndAdvertising #ThoughtLeadership #BrandStrategy #MediaStrategy #Innovation #InfluencerMarketing #OurStateFarm

In a lot of ways, 2023 has been defined by recurring conversations about the "evolving" role of the CMO and its continued relevance. My opinion? The more things change, the more they stay the same. If anything, there's been an evolution in everyone else's understanding of, (and if they're smart, deference to) The essential ways effective CMOs create, steward, and reinvent the kind of sustainable competitive advantage that can't easily be replicated. If the rest of the c-suite has learned anything from this year's biggest stories, it ought to be that great collections of products don't become and/or remain category-leading brands without a savvy marketer at the helm, whatever you decide to title them. (Chief Commercial Officer? Head of Marketing? Anything goes 😉. Take your pick!) In a way nothing else accomplishes quite as consistently, the right marketers and marketing create an alchemy that deftly combines the best of art and science, and those who do it best don't shy away from either. I recently had the pleasure of expounding on my thoughts with Bailey Calfee and Campaign US. You can read more here: https://lnkd.in/grAQZCmx (PS I also had the pleasure of attending the fabulous 1-day AdweekX conference last week during which this came up a number of times...more on that to come!) #cmos #evolution #marketing #leadership #2023trends #responsiblemarketing

Mac and cheese. Roast and gravy. People teams and marketing teams. All better together. Insightful presso by WPP House at SXSW Sydney: The Power of Partnership, common causes of CMOs and People Teams Key takeaways: ⭐️ You can spend gazillions on a brand, but if your employees/people don’t believe you, how will your customers? ⭐️ Bin the idea of developing ‘employer brand’ and ‘customer brand’, it’s one brand internally and externally ⭐️ Acquisition costs, lifetime value and satisfaction surveys are key metrics that both teams share ⭐️ People and Marketing teams are both dealing with humans, so align the teams and the brand advocacy will shine from the inside out. Oh, and sit the teams closeby. Works for us, Katie Saunders!! #sxswsydney

Late post: I had the chance to listen in on some of the sessions during Procter & Gamble's Signal this year and I LOVED what Morgan Flatley, the Global CMO of McDonald's said. She recognized that Mcdonald’s had “lost its swagger” over the years because a culture of mediocrity began to permeate in the company. It was difficult to get unanimous approvals for things, so people ended up becoming risk-averse, formulaic and well…boring. She spoke about “creative bravery” – which also reminded me to dust off my own creativity. My takeaways: 1.      Embrace the power of saying “YES” because, while difficult, builds tremendous momentum in the creative process. 2.      Be grounded on consumer insight. 3.      Remain authentic to your brand and what your brand stands for. 4.      Be BRAVE, but don’t be RECKLESS. I also loved the idea of “sharing the pen” – embracing consumer-driven ideas. This is what happened with the recent Grimace shake challenge! As brand builders, we pride ourselves in creativity and brand stewardship, but sharing the pen with consumers, who love our brand just as much as we do, might not be such a bad idea to write the next chapter!

Ever wondered how top brands stay relevant? Listen as Charmon Stiles, CSPO breaks down the essentials of dynamic brand strategy and shares insights from her experiences with Rolling Stone Culture Council, Fast Company Executive Board, and Russell Athletic. Perfect your strategy by tuning in today! #BrandStrategy #MarketingInsights #BusinessGrowth