CANNES\u2014Having just celebrated its 108th anniversary, IBM is doubling down on core values. \u201cThat\u2019s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,\u201d says Chief Content Officer George Hammer.<\/p>\n

\u201cWhen 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\u2019s getting us noticed in a slightly different way,\u201d Hammer adds in this interview with Beet.TV at the recent Cannes Lions<\/a> International Festival of Creativity.<\/p>\n

Behind the scenes, IBM is sensitive to the reality that because people build algorithms, the end product could very well contain bias. \u201cSo what we\u2019re doing is building models to evaluate the models that AI has, to make sure that there\u2019s no bias within them and constantly check the technology we use in order to make decisions.\u201d<\/p>\n

Hammer<\/a> believes that maintaining the public\u2019s trust is one reason why the company has survived for more than a century. \u201cThink of how we change what we sell every ten years. So we don\u2019t sell products, we\u2019re selling trust and a relationship. We help clients get from here to there.\u201d<\/p>\n

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.<\/p>\n

\u201cA blockchain built with a network of partners can help deliver that,\u201d Hammer says. It goes beyond the technology itself to \u201calso 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\u2019s better for the collective.\u201d<\/p>\n

A recent initiative by IBM called B Equal<\/a>, which promotes gender equality in business leadership, isn\u2019t just a campaign because \u201cit has to be about the way we work and the things we do, and I believe that\u2019s what you\u2019re seeing in the brands here as part of the ANA and CMO Growth Council.\u201d<\/p>\n

Formed a year ago at Cannes, the Council represents \u201ca diverse group of people\u201d that is producing initiatives that are \u201cnot just words but they actually have action behind them, and I believe that\u2019s the next step in this initiative. We\u2019re aligning on some pillars, we\u2019re aligning on our missions and our outcomes, and now we\u2019re putting the actions in place and saying \u2018let\u2019s go make this happen.\u2019\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\u2014Having just celebrated its 108th anniversary, IBM is doubling down on core values. \u201cThat\u2019s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,\u201d says Chief Content Officer George Hammer. \u201cWhen you see brands lead their creative with a purpose, I think people […]<\/p>\n","protected":false},"author":17,"featured_media":61272,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[3598,3851,7588,7993,8053],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61265"}],"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=61265"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61265\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61272"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}