This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.

“Their job is to envision a piece of music and bring it to life in a way that it’s never been heard before,” Goldin says. “They are standing in front of a very big orchestra. But you also have to understand how to bring people together, so it’s a huge leadership job. At the same time, you also are delivering to the audience behind, which is in our situation the consumer.”

It’s Goldin’s deep belief that marketing “sits at the crossroads of arts and science and the heart of the right and left brain.” She considers marketing to be “even more essential now than ever before to actually enable the business to achieve growth through real understanding of consumers, audiences and creating very strong value.”

When she talks about her “really big team,” Goldin notes that many don’t have marketing in their title. “But in some ways, I also feel that they all contribute to that same sort of cause, let’s say.”

Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, how she goes about recruitment, Goldin says it’s first paramount to define not just the role of marketing overall but within a specific organization.

“In my organization we have product design, we have a creative agency, we have brand insights, we have content developers, we have long-form content developers, we have digital platform owners.”

When you add all of those roles together, their commonality is safeguard brands and franchises, according to Goldin.

“I think it’s absolutely essential to talk to them about the role that they play because in my view they are uber conductors of the symphony that is around each one of the big themes or products or innovations that we move forward with.”

Great marketers need to understand the entire value chain. “They understand how everything happens to actually create a product or create a campaign all the way through to how it flows into the stores, into consumers hands and ultimately reaches a child and hopefully delights and surprises them.”

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.

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.

The CMO Growth Council has been asking the same questions about marketing since its inception at last year’s Cannes event. As a participant in that collaborative initiative, Goldin is looking forward to helping produce “tangible actions” that will benefit individual companies and marketers at large.

“I feel that marketing got sidelined over the last couple of decades and also became somewhat misunderstood and maybe narrowed in terms of what it is all about,” Goldin says.

Among the outcomes from the work of the CMO Growth Council that Goldin expects to see is to create “much more excitement around this industry,” which in turn will help in recruiting talent. “I think it’s going to open up a lot of opportunities for people who are already in marketing but also for the generations of the future.”

The Council “sharpens up” all participants within their respective organizations and collectively, according to Goldin. “I think overall it’s going to create the kind of movement that we need that is going to be much more cohesive and consistent versus everybody kind of doing their own thing.”

Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, about specific areas of focus, Goldin cites the role of marketing and how it’s positioned as a profession. This includes education, training and development capabilities.

“What I think our generation of marketers wasn’t super prepared for is the rapid speed of innovation and change coming so fast and being able to learn on the job,” she says. “I think that’s a requirement. We need evolution.”

Embracing change is not only about learning but about how to be adaptive, given the multitude of changes still to come.

“We need to be adaptive to the environment in which we live and now we live in an environment where change is very rapid. Very soon they’ll be talking about AI, they’ll be talking about voice, and very soon they’ll also talking about regulation. Just like we’re seeing right now the importance of privacy and data protection.

“That will all happen and we need to be prepared for that and ultimately we should be driving the right changes. We should also be the ones to protect consumers, not just protect brands.”

How has LEGO benefited from the CMO Growth Council? “For me it’s super interesting to hear what other people are doing,” Goldin says. “It’s much easier to get closer together when you’re aligned against a goal and an issue that is really of value and interest to you and you’re passionate about because it matters to you, it matters to your organization.”

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.

“When you see brands lead their creative with a purpose, I think people realize that brands stand for something greater than just the bottom line. That’s getting us noticed in a slightly different way,” Hammer adds in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.

Behind the scenes, IBM is sensitive to the reality that because people build algorithms, the end product could very well contain bias. “So what we’re doing is building models to evaluate the models that AI has, to make sure that there’s no bias within them and constantly check the technology we use in order to make decisions.”

Hammer believes that maintaining the public’s trust is one reason why the company has survived for more than a century. “Think of how we change what we sell every ten years. So we don’t sell products, we’re selling trust and a relationship. We help clients get from here to there.”

Blockchain technology is another tool in the pursuit of transparency, particularly among business partners, according to Hammer. One example is the amount of money on a digital media buy that used to end up in the pockets of technology middlemen but now more is ending up with publishers.

“A blockchain built with a network of partners can help deliver that,” Hammer says. It goes beyond the technology itself to “also having the players who are ethical and have the right DNA in their core to participate in a blockchain. You have to bring the right players to the purview, you provide that transparency and openness, and people tend to act in a way that’s better for the collective.”

A recent initiative by IBM called B Equal, which promotes gender equality in business leadership, isn’t just a campaign because “it has to be about the way we work and the things we do, and I believe that’s what you’re seeing in the brands here as part of the ANA and CMO Growth Council.”

Formed a year ago at Cannes, the Council represents “a diverse group of people” that is producing initiatives that are “not just words but they actually have action behind them, and I believe that’s the next step in this initiative. We’re aligning on some pillars, we’re aligning on our missions and our outcomes, and now we’re putting the actions in place and saying ‘let’s go make this happen.’”

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.

As a member of the “Group of 25” under the aegis of the CMO Growth Council, Lau is hoping to create “congregations of marketing organizations” to restablish the importance of marketing, he explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.

“The conundrums of the marketing fraternities that we’re facing today largely has to do with some of us have kind of deviated from the very first mandate or mission of being a great marketer,” says Lau. “Marketing in the past used to be a very, very highly regarded profession that brings great values to society.”

Lau, who is Tencent’s SEVP, Chairman of Group Marketing & Global Branding, gave a presentation at Cannes to introduce “Tech for Good” as an integral part of Tencent’s new vision and mission. His speech outlined how Tencent ignites the goodness in individuals to build a “universally accessible” digital community that addresses the challenges to individual empowerment, community, society and the planet.

One example is the Tencent Foundation, which engages individuals in charitable causes such as monthly donations, bundled charitable programs and daily step challenges and has become the world’s largest online platform for public charitable donations.

One of the goals of the CMO Growth Council at Cannes was to figure out how to turn the passion displayed by its participants in meetings over the past year into concrete action. “It has to move beyond passionate individuals…into an organizational-led movement,” says Lau. “The real thing is not about hastily coming out with solutions, it’s really about being honest to ourselves.”

Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, whether marketers face a challenge of process or people, Lau points to the latter.

“Everything leads back to people, because people create process,” he says. In seeking to create a “global center of excellence for innovations and creativity,” the Council must “let information flow, let people really cultivate a life-long learning experience” as opposed to seeking quick fixes.

So how has a company as powerful as Tencent benefitted from its participation in the CMO Growth Council? “Immensely,” Lau says, adding that the company is “very privileged and fortunate to be among the McDonald’s the Googles the IBM’s of the world. But then we must remember that we’re only 20 years old.

“There is also a strong ambition, there’s a strong dream, to share with the world what we thought have made us from good to great, from China, from Tencent, from the so-called first mobile-first land of the world.”

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.

“Everybody needs to grow. Everybody wants to grow. But if you read lots of reports, growth is substandard, is suboptimum,” Liodice says in this interview with Beet.TV at the 2019 Cannes Lions confab.

Before joining forces with Cannes, the ANA’s Master’s Circle had already started to develop the Alliance for Inclusive and Multicultural Marketing and #SeeHer, whose goal is to improve gender equality.

The three priorities that have emerged since then involve “reinventing the academic curriculum and marking students understand what the marketer career can be”; upskilling and reskilling “because most marketers don’t have the skills to compete in this world”; and how to build a better CMO.

“How do you build a CMO that understands the wide span of responsibilities and understands what is necessary to develop their respective organizations?” is the way Liodice explains it. “It’s a very, very complex job and no two CMO’s are alike. They’re like fingerprints.”

Asked by interviewer Joanna O’Connell, VP and Principal Analyst at Forrester Research, how to balance “taking back responsibility as a marketer with the role of your partner ecosystem,” Liodice cites the wave of change that has swept the marketing world.

“It starts with a stake in the ground that says it’s the marketer’s agenda, it’s the marketer’s money,” he says. “And when the marketers win everybody wins. Because you generate more resources that can be distributed to the agencies, media publishers, consultants etc.”

Liodice believes that in recent years, that vision had been lost “or at least it had been muted and in some cases almost disintegrated. I’d say over the past decade, that model had changed as the Googles and the Facebooks and the agencies all changed and totally disrupted what the ecosystem looked like.

“The marketers became almost paralyzed, did not necessarily understand how to react as they were dealing in an increasingly non transparent world. And in that non transparency, their ability to navigate and make the ultimate business decisions to build their brands and businesses was frittered away.”

As Liodice was being interviewed, the CMO Growth Council was in the process of figuring out how to prioritize “four big buckets” consisting of data, technology and measurement; brand innovation, creativity and experience; and talent, society and sustainability, which includes equality diversity brand purpose.

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.

Although Cannes Lions started in 1954, it wasn’t until the last decade or so that brand marketers began to attend, represented by the likes of Procter & Gamble. “They’re coming in a slightly different way,” Thomas notes in this interview with Beet.TV. “I think historically they were brought by their agencies but now they’re kind of coming on their own volition.”

Last year’s event saw the launch of the CMO Growth Council, a partnership with the CMO Masters Circle of the Association of National Advertisers featuring 25 CMO’s from some of the world’s biggest global brands. “Cannes Lions really is about how creativity will drive your business and that means growth. One place they believe they can unlock growth is through the use of creativity,” says Thomas.

The CMO Growth Council has since met in such locales as Dubai, Los Angeles, New York and London. “They’re coming together again at Cannes this year to continue to develop the conversations, publish white papers talk about the specific issues that marketers have.”

In adding two awards this year—the Entertainment Lions for Sport and the Creative Strategy Lions—the folks at Cannes had some doubts about the latter. “We didn’t know how the industry was going to respond,” Thomas says. Given initial estimate of perhaps 250 entries, “at the last count we’ve more than three times that many.”

CLX is designed around immersive and interactive experiences with some of the world’s best-known media and entertainment creators, including Activision Blizzard, Adobe, NBCUniversal and Tik Tok from China. “I think if we look across the festival over the last few years, that’s the most interesting thing is the number of different organizations that want to get engaged, who think they can provide solutions for clients and brands.

“It used to just be an advertising festival and it’s just not that anymore,” Thomas adds.

He mentions in passing last year’s Cannes Lions and the absence of Publicis Groupe, plus some shrinkage in the adtech space over the last few years. But events continue to be in demand because of a “human need, which is to be face-to-face and to be with other people,” Thomas says.

This video is part of the Beet.TV preview series titled “The Road to Cannes.” The series is sponsored by 4INFO. Please visit this page for additional segments.

Whereas shoppers’ in-store experiences might once have involved interacting with a cashier or other employee, now they’re researching and buying products online, engaging in customer service follow-up and making a lot more returns, Rogers explains in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing conference.

“All of that has really changed the nature of the relationship with the customer and now what we have historically defined as marketing or the communication piece is really a small piece of the overall pie now,” says Rogers, who had been Chief Marketing Officer at Walmart. “Structurally, what we’ve done is we’ve made the job of the chief marketer bigger. And so now it’s chief member officer instead of chief marketing officer. Every customer touchpoint digitally and physically along the way now resides within the marketing team, and that’s a big change.”

Rogers is one of many marketers who are involved with the ANA’s CMO Council along with the Cannes advertising festival. He likes the opportunities to brainstorm, think and ideate with other marketers who are experiencing similar challenges.

“The challenge is when you’re in your own organization, everybody kind of already expects you to know all this stuff. So it’s cool to have a safe place where you can go and network and think and be around a bunch of smart people to cultivate ideas that you can then bring back to your company. This group has a high ROI in terms of the things that I’m able to take from it and bring back to my company.” Rogers adds.

When the CMO Council convenes again at Cannes in June of 2019, Rogers hopes to see guidelines or recommendations “about what companies can do in terms of their org structure, to position themselves to really go and address customer experience broadly.” He thinks it’s a “good idea for this group to provide guidance to corporate America on how to do that.”

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.

“I don’t think we should try to mimic business models that aren’t necessarily thriving,” Hammer adds in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing conference.

“The media and publishing world themselves are trying to figure out how to evolve. I don’t think the right model is actually trying to be a publisher where KPI is quantity at scale and trying to be in everyone’s lives all the time.”

A better approach is to determine whether brand-generated content has a purpose, an audience need and desire plus brand purpose and an ability to help drive KPI’s, according to Hammer.

For IBM, it’s about “making less matter more, as people want to have fewer but higher quality impressions, engagements, experiences with brands.”

The company tries to figure out the right number of engagements, which could be between four and 10. “It might not be fifty, it might not be a daily publisher per se that maximizes our relationship with the audience, because we’re only creating stuff that matters to them.”

Hammer led one of the conference’s three kickoff sessions titled The End Of Advertising As We Know It: Now What? One of the session’s talking points was “The key is to stop selling and do a better job of connecting.”

Asked about his work with the ANA’s CMO Growth Council and its client-centricity vertical, he says that driving the most effective ways of engaging with consumers needs support at the C-suite and board levels “to really drive the change. But then it’s mostly a people and change-management exercise than a technology based thing that needs to happen.”

Hammer doesn’t doubt the power of television as it continues to evolve and shift. “If it wasn’t powerful, you wouldn’t see digitally first companies actually going into TV. It just is a medium that needs to be explored the right way. Just like any medium.

“If we just focus on making great stuff, the channel, no matter what channel it is, will continue to perform. If we focus on just making a bunch of stuff and lower budgets, then we’ll ruin the experience and every channel will continue to erode.”

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.

“The CMO Growth Council was formed to focus on marketing taking back control and leading disruption because marketing is being disrupted completely but taking control to lead disruption to drive growth,” Pritchard says in this interview with Beet.TV at this week’s Masters of Marketing conference. “Because there’s not enough growth.”

Earlier this year, the ANA Masters Circle got together with 25 CMOs in Cannes and focused on five areas that are perceived to have the greatest opportunity to drive more growth. They are data and technology, customer centricity, brand experience and innovation, talent and capability, and society and sustainability.

“We spent the last couple of days with 200 CMO’s going through what the 25 CMO’s had come up with over the past few months and identified several areas that looked of great interest to us to really advance growth,” says Pritchard. “Data and technology is clearly one of the big ones, because mass marketing is being disrupted and everyone is reinventing media and reinventing advertising for that matter.”

As a result, CMO’s need to know about data management platforms, analytics capabilities, algorithms and related areas.

“What the CMO’s decided is that this is something we really have to just transform from an industry standpoint,” Pritchard explains. “And what we talked about was committing to creating what’s essentially an ANA marketing university that would bring all the best minds together through the ANA to be able to create the capability industrywide to transform our industry.”

He says that ANA CEO Bob Liodice made a big commitment “on the spot to make that happen.” Moreover, Pritchard asked whether CMO’s would be willing to serve as adjunct professors “and a bunch of hands went up.”

Another subject of great interest to the CMOs concerns customer centricity and brand experience and innovation so that brands can create relevant experiences across all consumer touchpoints. “Every single one of us was talking about how we’re using lean startup and lean innovation capabilities to be able to do fast cycle iterations in very small groups to be able to create ideas and get them out in the market much more quickly,” Pritchard says.

He is especially passionate about society and sustainability to be a force for good and a force for growth. “We invited everyone join #SeeHer, join the Alliance for Inclusive and Multicultural Marketing, join Free The Bid so you can get equality behind the camera. And then we also introduced an idea of joining #Brands For Good,” one of whose efforts is to recognize brands that try to reduce plastic consumption.

This series “Growing Brands and Driving Results,” was produced at the ANA Masters in Marketing ’18 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here.