The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth Council to reinforce and elevate the role of marketing in the C-Suite and corporate boardroom. In this interview with Beet.TV, Hatch gives her vision of what’s been accomplished so far and what lies ahead.
“I think what we’re recognizing is that we’ve broken marketing apart into different components that all need their focus and we need to get down to business and actually make change and action happen,” Hatch says. “A lot of that is foundational, but what does it really ladder up to?”
The answer is a common recognition within the Council that while marketing must drive businesses, it’s also paramount for brands to drive good.
“And so there’s a higher purpose in all of the work that we’re doing together, which is really unleashing the true power of brands today in the world and ultimately helping to impact all of humanity in a way that is incredibly important.”
Whether it’s social responsibility or environmental sustainability, “the roles that these companies that we’re in are playing in the world today has changed and we have to respond to that and use the power of brand to make that a reality,” Hatch adds.
Asked by interviewer Joanna O’Connell, VP and Principal Analyst at Forrester Research, what lies ahead for the Council, Hatch says the power of brands lies in their ability to influence people.
“We’re seeing that our purpose conversations are getting bigger than any individual brand,” Hatch explains. “We’re starting to see partnership happen. We’re starting to see brands say ‘what can we do about climate change? What can we do about issues that affect all of us in a way that’s larger than just your brand purpose but it’s about human purpose?’”
She believes that the communications industry, working together, can wield more influence than any single company or government.
“We have a lot of influence and I think we’re all really recognizing by the simple act of organizing, we’ve gotten together. That’s what the Council is. We brought everybody together and magic happens. It will continue to happen and the conversation is expanding.”
How does Deloitte itself benefit from its participation in the Council?
“For our company, what we’re able to do is actually benefit not only from the learnings of other CMO’s, of other brands, we’re all working towards common vision in many ways.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>“Finding those new things in marketing is one of the most incredible hotbeds of innovation,” Hatch says in this interview with Beet.TV at the Cannes Lions International Festival of Creativity.
When it comes to hiring, Hatch feels that it’s important to look beyond just marketing skills. “It’s much more about mindset and attitude and openness and agility and ability to adapt and think creatively. Because marketing is changing constantly. I love to bring in all kinds of disciplines, unique perspectives as well together.”
Once hires are made, cross-training is a top priority because it helps to create empathy and an understanding of the roles of others.
“We work as a hive and we have to work very quickly, and unless you really understand where the other person is coming from you can’t be efficient,” Hatch says. “We do very light rotations, but in real life you’ve got to test out everybody else’s job. Test drive the skill and the role. And I’m finding that we’re able to develop more hybrid marketers that way.”
Ultimately, Deloitte will still have its share of specialists, “but it makes everybody better and it helps them to be more dimensionalized as marketers and I find it raises the tide of innovation overall.”
Asked by interviewer Joanna O’Connell, VP and Principal Analyst at Forrester Research, how to “instill a sense of understanding of, and empathy with, the inner mind of the CFO” and help others understand the importance of “the language of business,” Hatch says language is everything.
“In marketing we have a glossary problem. We’re literally speaking Russian to English speakers or Mandarin to French speakers. People do not understand what we’re talking about in the C-Suite or in the boardroom at all.”
Hatch pushes her teams to “translate metrics by using the actual native understanding that they do have, which is audience. How do you speak to your audience? Think of them as another audience that you’re trying to communicate with. You have to speak in their language and not yours.”
Marketing has gone from being a cost center to a growth driver and a predictable one., according to Hatch. Moreover, marketing is on the frontline of innovation because “it’s the novel use of products and services as observed by consumers or the businesses that consume whatever it is you’re doing that drive innovation far better than anything else we can build in the R&D department in isolation.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>But, in this video interview with Beet.TV, Deloitte Digital’s chief marketing officer Alicia Hatch says marketers are suffering at the hands of technology, and need to reboot their perception.
“Marketing was this force, for decades, as a shaper of culture and an arbiter and purveyor of meaning in so many ways,” she says. “And it’s lost some of that glamour, some of that power. Technology’s emerged to be the new sexy for talent, so we’re losing some of our best minds and some of our best talent.
“We really have to remarket marketing. We, ironically, have a marketing problem with marketing.”
Over the last couple of years:
Each of these issues is undergoing various states of repair. But Deloitte’s Hatch says the time is now to, well… “remarket marketing”.
That starts with ensuring marketing is technology-led and “a hotbed of innovation”, Hatch says.
Another industry trend? For for the last year, consulting firms like Hatch’s Deloitte have been coming to the advertising and marketing party, offering advice and even technology to help the transformation.
She says the industry can do that by hiring people who aren’t necessarily marketing specialists but who bring a diverse range of skills.
The interview was conducted at the annual ANA Masters of Marketing conference in Orlando earlier this week.
This segment is from CMO Growth Council presented by the ANA and Cannes Lions. Beet.TV coverage is sponsored by the FreeWheel Council for Premium Video. Please find more videos from the series here.
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