While she “didn’t look like a person of color” or sound like someone from outside the U.S., she felt like an “imposter,” she says in this Beet.TV video.
She decided that being her “authentic” self was essential in her life, and a key part of a successful career in brand marketing.
The veteran marketer, who has worked for PepsiCo, Toys“R”Us and Kellogg, was named CMO of Citi last September.
Hosting this session is Rita Ferro, President of Disney Advertising Sales and Brand Partnerships for The Walt Disney Company.
Hassan talks about building a diverse work force at Citi and in the wider marketing ecosystem. She talks about making marketing more relevant in a diverse society.
She talks of concrete steps Citi is taking to help close the racial wealth gap.
This 5-part series abut diversity and inclusion is made possible by a generous contribution to the Boys and Girls Clubs of Puerto Rico from Disney Advertising Sales.
Since 2017, I have been been an advocate for this group. Please find the latest video report from San Juan with the Clubs’ president Olga Ramos. You can make a tax deductible contribution right here.
Thank you Rita and Carla for this very special segment. Gracias!
]]>Standing behind issues beyond the brand
In recent years, Citi has focused in on purpose-related causes as part of their strategy. Breithaupt says that this is not only important for business and good for the world, but it’s crucial in employee engagement.
“Employees feel better when they work for a company where they can be part of an action that’s driving something bigger in the world,” says Breithaupt.
Initiatives that Citi has been involved with recently include #SeeHerHearHer, a campaign launched on International Women’s Day that partners with musicians like Sheryl Crow, Maren Morris and Alabama Shakes’ Brittany Howard for mentoring initiatives, sponsorships and scholarships, and other efforts to strive for 50/50 representation of women in music.
Television investment
According to Breithaupt, television isn’t dead, it’s just evolving. That doesn’t mean, however, that it doesn’t have its work cut out for it.
“The piece where I don’t think it’s evolved quite enough is on the attribution side,” says Breithaupt. “I think all the attribution models are somewhat flawed— you have platforms that are, for lack of a better word, ‘grading their own homework’.”
Still, Breithaupt sees television as a space for great opportunity, and assures that enormous audience, emotional appeal, and both audio and visual capability still makes TV a medium ripe for storytelling.
This video is was produce in Orlando at the CMO Growth Council. The series is sponsored by iSpot.tv. For more videos from the event, please visit this page.
]]>But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic…
Modi Media president Mike Bologna
“Almost 50%, 47 million households, of the United States now has the ability to insert an ad at the household level.
“Demand is where it gets a little bit tricky. To truly benefit … the advertiser needs to know who they really want to reach… a really granular segment. This requires advertisers to think about, ‘Do I want to reach drivers of a specific vehicle?’ That requires pooling together different data sources.”
Starcom MediaVest SVP Steve Murtos
“As we start to scale, we need more automation. Agencies need to help advertisers understand how to think about this, what the right sequencing of messaging is.”
AT&T AdWorks Rick Welday
“It’s such a different mindset from an agency perspective. This is very different (from traditional ad-buying). There’s an evolution that still has to occur within the agency space to help customers understand that we’re no longer purchasing premium content – we’re pursuing the audience; the audience becomes addressable.”
Citi senior media manager Kim O’ Connor
“On our end, people are way more excited about the idea of being targeted and addressable than the idea that you’re going to run spots in Big Bang Theory
“The challenge is, the space is a little bit fractured. Five different providers, you have to go to each provider to get individual cost, there are five different research studies.”
Programming Note: Murtos will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
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