Hosted by Erin Andrews and featuring Paul Gunning, CEO at DDB Chicago, Raja Rajamannar, Chief Marketing & Communications officer at Mastercard, Diana O’Brien, Chief Marketing Officer at Deloitte, Antonio Lucio, Global Chief Marketing & Communications Officer at HP and Paul Alexander, Chief Marketing Officer at Eastern Bank
One thing the Chief Marketing Officers of some of the leading brands share is optimism and ideas. Erin Andrews, sportscaster and ‘Dancing with the Stars’ host, met one-on-one with visionary marketing leaders at WHOSAY’s ANA Masters of Marketing pop-up studio and discussed the marketing and advertising industry’s upcoming challenges and opportunities. WHOSAY, an influencer marketing company, selected Erin and WHOSAY’s Rob Gregory, President of Sales, to lead the charge in highlighting the extraordinary work of these marketers. “Erin has a highly successful history in connecting and engaging with both audiences and brands,” says Steve Ellis, CEO of WHOSAY,.“ And she is a powerful influencer in her own right.”
Whether by working with influencers (macro or micro), deploying shopper marketing campaigns or delving into one-to-one mass marketing, the challenge to reach consumers anytime and anywhere—without disrupting their experiences—can appear almost insurmountable. But for Antonio Lucio, Global Chief Marketing & Communication Officer at HP, the challenge is also exciting. However, like other executives, one of his main concerns is brand-safety. “We’re spending a lot of time in ensuring that we are indeed advertising in safe places,” he said.
Aside from brand-safety, another big challenge for marketers is the ever-shrinking attention span. As ads go from 30 seconds to 6, the focus shifts to the consumer journey and/or experience. “We’re thinking holistically about that user journey or that consumer experience,” Paul Gunning, CEO DDB Chicago at DDB Worldwide Communications Group said. “So it’s just not how they see the advertising when our job is done but we’re looking at the entire connected platform of what’s happening at the service, retail and purchase levels. Competition has become so tough [...] that we have to come together in new, unique and better ways so we can make our clients’ brand the one of choice.”
Is the problem that advertising—or, as Mastercard’s Chief Marketing & Communications Officer and President, Raja Rajamannar, calls it “storytelling” is dead? “You see that people are increasingly annoyed and irritated by the advertisements,” he told Andrews. He also referred to wildly popular streaming services, such as Netflix, to drive the point that people are over advertising as we know it. “Netflix has close to 100 million subscribers and they watch a billion hours of video content every single week, ad free.”
A potential solution? Experiential marketing. “For me, the way to reach consumers and engage them is through experiences,” Rajamannar said. “And that’s what we’re actually finding that’s hugely beneficial for us is to engage consumers, make them our brand ambassadors and what we call a storymaker. So I keep saying: storytelling is dead, it’s all about storymaking.”
VISIT us: http://www.whosay.com
LIKE us on FACEBOOK: https://www.facebook.com/whosay
FOLLOW our INSTAGRAM: https://instagram.com/whosay
WHOSAY is the brand-trusted influencer marketer.