If you left Wednesday’s session with a digital ice cream headache, join the club…
As a former CPG marketer, I couldn’t have been more proud to discover that the future of progressive digital marketing is brewing in established consumer brands. Andrew Bowins - SSVP of Corporate & Digital @ MasterCard, Justin De Graaf – Global Social Analytics @ Coca Cola, and Kelly McGinnis – SVP & CCO @ Levi Strauss delivered a riveting and highly complimentary panel discussion that I’m still digesting. Rather than regurgitate their respective thoughts, I decided to “twitterize” (h/t Aaron Strout) their lessons below.
Andrew Bowins - The Conversation Suite
Contrary to popular belief, MasterCard isn’t a credit card company, they’re a tech firm in the payment space. Andrew and his team are hard at work translating digital and social insights into predictive intelligence through their proprietary Conversation Suite. Consistent with Andrew’s mantra of “2 ears, 1 mouth”, they’re migrating away from a “deli counter” of PR tactics to fully-informed data-based marketing communications. The customer journey is optimized when brand and consumer live together in the moment of an issue, which solves customer service, product, and marketing objectives all in one.
Justin De Graaf - Back to Basics
After mastering the art of the basketball pump-fake, Justin has held true to his beliefs that performing basic, fundamental tasks is critical to marketing operations. Globally, Justin and his team are students of 40 conversations per minute touching their brand, which creates a tremendous amount of noise, and sometimes organizational tension. But if we all take a page out of Justin’s book and just #CTFD, we may reach a new level of simple clarity. Justin’s social and digital marketing structure is highly distributed, much like Whole Foods, yet this local autonomy allows for agility and intimate engagement.
Kelly McGinnis – Step Up or Step AsideStaying true to her brand, Kelly delivered an academic lesson in transformation leadership in the form of a denim “care tag”. The tenets are simple but often overlooked due to organizational inertia and competing priorities. As she noted, survivors of change aren’t often risk takers, which makes change and disruption a steeper learning curve. But being the consumer champion, she has discovered that insights and voice-of-customer are the golden ticket to a seat at the executive table. Kelly’s keys to navigating transformation:
- The Right Team
- Message Matters
- Be Agile
- Bring the Outside/In
- Embrace the New