ORLANDO\u2014Johnson & Johnson believes its marketers need to be better scientists, storytellers, strategists and socializers, according to Head of Marketing Excellence Denis Sison.<\/p>\n
\u201cTalent is critical to the journey of transformation for marketing these days. As we all know, many of our organizations have been disrupted and are all undergoing transformation to drive growth,\u201d Sison says in this interview with Beet.TV at the recent Masters of Marketing<\/a> conference of the Association of National Advertisers.<\/p>\n \u201cWe talk about how we build brands in this new world, we talk about marketing technology, data and analytics. But we often forget about the importance of people and talent as a critical component to driving successful growth and change within the industry itself.\u201d<\/p>\n Within J&J, the marketer has decided that \u201cAll of our marketers need to be better scientists,\u201d along with better strategists to sort out data that can drive business success and better storytellers \u201cto make sure that we\u2019re able to tell a consistent brand story across screens.\u201d<\/p>\n The final \u201cs\u201d is for socializers, \u201cbecause we need to create that relationship that\u2019s much more social with our consumers and our brands,\u201d Sison<\/a> says.<\/p>\n J&H\u2019s engagement with its consumers reveals that they are expecting \u201ca great deal of value exchanged with our brands these days in terms of not just the education but also a broader set of experiences.\u201d<\/p>\n It goes beyond mere products to services powered by technology, for example apps or the Internet of things.<\/p>\n \u201cWe at J&J have begun to recognize this and are building new engagement touch points, if you will, with our consumers to make sure that our brands are relevant in that exchange of value.\u201d<\/p>\n