CANNES\u2014At LEGO Group, marketing people are the \u201cuber conductors of the symphony\u201d that drives product innovation and business outcomes, according to Global CMO Julia Goldin.<\/p>\n

This is because the musically inclined Goldin considers conductors to be \u201cnot people who just orchestrate and coordinate,\u201d she explains in this interview with Beet.TV at the recent Cannes Lions<\/a> International Festival of Creativity.<\/p>\n

\u201cTheir job is to envision a piece of music and bring it to life in a way that it\u2019s never been heard before,” Goldin<\/a> says. “They are standing in front of a very big orchestra. But you also have to understand how to bring people together, so it\u2019s a huge leadership job. At the same time, you also are delivering to the audience behind, which is in our situation the consumer.\u201d<\/p>\n

It\u2019s Goldin\u2019s deep belief that marketing \u201csits at the crossroads of arts and science and the heart of the right and left brain.\u201d She considers marketing to be \u201ceven 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.\u201d<\/p>\n

When she talks about her \u201creally big team,\u201d Goldin notes that many don\u2019t have marketing in their title. \u201cBut in some ways, I also feel that they all contribute to that same sort of cause, let\u2019s say.\u201d<\/p>\n

Asked by interviewer Joanna O\u2019Connell<\/a>, who is VP and Principal Analyst at Forrester Research, how she goes about recruitment, Goldin says it\u2019s first paramount to define not just the role of marketing overall but within a specific organization.<\/p>\n

\u201cIn 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.\u201d<\/p>\n

When you add all of those roles together, their commonality is safeguard brands and franchises, according to Goldin.<\/p>\n

\u201cI think it\u2019s 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.\u201d<\/p>\n

Great marketers need to understand the entire value chain. \u201cThey 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.\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\u2014At LEGO Group, marketing people are the \u201cuber conductors of the symphony\u201d that drives product innovation and business outcomes, according to Global CMO Julia Goldin. This is because the musically inclined Goldin considers conductors to be \u201cnot people who just orchestrate and coordinate,\u201d she explains in this interview with Beet.TV at the recent Cannes Lions […]<\/p>\n","protected":false},"author":17,"featured_media":61334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[3851,7588,7993,8061,8062],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61331"}],"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=61331"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61331\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61334"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}