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{"id":74840,"date":"2021-07-20T08:26:09","date_gmt":"2021-07-20T12:26:09","guid":{"rendered":"https:\/\/www.beet.tv\/?p=74840"},"modified":"2021-07-21T11:21:46","modified_gmt":"2021-07-21T15:21:46","slug":"fords-roadmap-to-safety-diversity-marketer-skiko","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/07\/fords-roadmap-to-safety-diversity-marketer-skiko.html","title":{"rendered":"Ford’s Roadmap To Safety & Diversity: Marla Skiko"},"content":{"rendered":"For many of us, 2020 marked the emergence into a whole new world – one ravaged by pandemic and one awakening to a thirst for fairness.<\/p>\n
For Marlo Skiko, it also marked another change. From being EVP ad ad agency Starcom, Skiko went brand-side at Ford Motor Company, as US and global head of media.<\/p>\n
In this fireside interview with Mindshare North America CEO Amanda Richman for Beet.TV, Skiko says her time has been characterized by quests toward brand safety, ad-buying transparency and understanding of a diverse consumer set.<\/p>\n
New audiences<\/h2>\n
“As we look for ‘where’s the growth going to come from?’, that leads us to audiences that we may have been courting,” Skiko says.<\/p>\n
“But maybe we need to put some more effort there, and understanding that and what that leads us to, ‘Okay, who’s next? How are we most relevant for growth audiences for diverse audiences, for women, audiences that we’re saying we have some of, but these new products may help us engage in even better ways than we have already?'”<\/p>\n
That drive is becoming more important. Ford US sales in June 2021<\/a> were 26.9% down on the prior year.<\/p>\nBut the company is now pushing the pedal on a new generation of electric vehicles, with a Mustang all-electric and electric and hybrid versions of F-150 and Escape.<\/p>\n