CANNES\u2014A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they \u201ctouch all of humanity\u201d and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch.<\/p>\n

The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth Council<\/a> 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\u2019s been accomplished so far and what lies ahead.<\/p>\n

\u201cI think what we\u2019re recognizing is that we\u2019ve 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,\u201d Hatch says. \u201cA lot of that is foundational, but what does it really ladder up to?\u201d<\/p>\n

The answer is a common recognition within the Council that while marketing must drive businesses, it\u2019s also paramount for brands to drive good.<\/p>\n

\u201cAnd so there\u2019s a higher purpose in all of the work that we\u2019re 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.\u201d<\/p>\n

Whether it\u2019s social responsibility or environmental sustainability, \u201cthe roles that these companies that we\u2019re 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,\u201d Hatch<\/a> adds.<\/p>\n

Asked by interviewer Joanna O\u2019Connell, 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.<\/p>\n

\u201cWe\u2019re seeing that our purpose conversations are getting bigger than any individual brand,\u201d Hatch explains. \u201cWe\u2019re starting to see partnership happen. We\u2019re starting to see brands say \u2018what can we do about climate change? What can we do about issues that affect all of us in a way that\u2019s larger than just your brand purpose but it\u2019s about human purpose?\u2019\u201d<\/p>\n

She believes that the communications industry, working together, can wield more influence than any single company or government.<\/p>\n

\u201cWe have a lot of influence and I think we\u2019re all really recognizing by the simple act of organizing, we\u2019ve gotten together. That\u2019s what the Council is. We brought everybody together and magic happens. It will continue to happen and the conversation is expanding.\u201d<\/p>\n

How does Deloitte itself benefit from its participation in the Council?<\/p>\n

\u201cFor our company, what we\u2019re able to do is actually benefit not only from the learnings of other CMO\u2019s, of other brands, we\u2019re all working towards common vision in many ways.\u201d<\/p>\n

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<\/a>. Please find all our coverage from Cannes 2019 right here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they \u201ctouch all of humanity\u201d and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch. The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth […]<\/p>\n","protected":false},"author":17,"featured_media":61059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[2930,3851,5640,7586,7588,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61057"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61057"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61057\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61059"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}