This week in Kan Lions, Diversity Hosted his “sea-suits” conversations, a series of ideological discussions characterized by some of the most influential leaders in marketing, branding and innovation. Beach chat took place on 17 and 18 June at Canva Creative Cabana.
Wednesday’s speakers included Elizabeth Rutlelage, CMO of American Express and Gulen Bangi, CMO of Mars; Don McGir, CMO of Qualcomm, and Wil.I.A. Lean Framer, Chief Brand Officer at JP Morgan Chess, and Pagi Ro, Chief Custome Officer in Marriott; Also zach kitschke, canva CMo, Javier Meza, President of Marketing and CMO of Europe CMO and LinkedIn, Coca-Cola, CMO.
Read all the highlights – and see all the discussions – from the second day Diversity Bottom in C-Suite below by Canva.
Elizabeth Rutlege, CMO, American Express and Gulange Bangi, CMO, Mars
Conversation, operated by Elsa Calassi, DiversityThe Executive Editor of International, focused on how these two chief marketing officers are increasing creativity to address a new generation.
Rutraylage kicked about the American Express strategy to address Millennials and Jane Zars. He said: “60%of all our global consumer acquisitions” from those groups.
He said, “For us, it is really important to understand who they are, what they want, and bend in terms of their passion points, whether it is around food, entertainment, sports, music or travel.” This can be seen in terms of the company’s partnership, for example with Kachela or his recently declared global partnership with F1.
Bangi spoke of a “big change” on Mars this year. “We re -write the growth playbook,” he said, “to create a new Mars way of building iconic brands and experiences”.
He said: “The way we engaged, we are expecting our consumers today. So we are making two-way busyness, building relationships with them and inviting them to the brand world to co-build our experiences together.”
The MARS is attached to the communities, such as to co-produce using devices such as football fans, Genai. He gave an example of an expedition for snickers, which included a similarity of football manager Jose Morinho, which enabled fans to perform a banquet with each other on the mistakes of his friends. “
Rutlage talked about how the Amax Golf Association connected with the affected using the example of a campaign with USGA and Golfer Tony Finau, a brand ambassador who is associated with Father’s Day. “It is all about having a relationship with our customers,” he said. “It was also earlier about being social, which I think is incredibly important to take advantage of the affected at the right place at the right time with the right customers.”
Don McGir, CMO, Qualcomm and Wil.I.M, Founder and CEO, FYI.AI
In this session, conducted by Diversity Co-editor-in-Chief Synthia Littleton, music composer and founder will.
Along with being a talented music artist, lyricist and producer, McGuer said he would see. “Our role is really to enable Will’s creativity,” he said.
Will. He said: “I make music because of computer. So this is my means. I play hell with that laptop.”
Will.I.AM performed the ability of Raedio.Fyi, which has individualization and representation in her heart. The AI ​​personality and its voice can be transferred to reflect users.
“You must try to balance algorithm bias (which exist),” Will.
MCGURERE outlined the speed of changes in the AI ​​region. “The innovation cycle is actually moving really rapidly, but I think it is ahead of the will curve when it comes to returning the model, which makes it more personal, is more useful, more creative,” he said.
Will.I.AM said: “Whatever I have ever done creatively, it is the most creative that I have ever experienced because you are truly a personality, fine tuning how they go out and get information and then are able to ban that information.
“You are creating color. How they react, rules, guidelines, and more importantly you have to anchor yourself with responsibility, morality and purpose.”
Lean Framer, Chief Brand Officer, JP Morgan Chase and Paigie Ro, Chief Captist Officer, Marriott
This session focused on “Building Excellent Brand Experience”, Diversity Co-editor-in-chief Ramin Sethudeh, who moderated.
Fremar stated that JP Morgan Chase “a lot of data research, analytics, actually to get into the mentality of the customer and we meet the customer, where they are not only through data and analytics parts, but also clearly in the area, with them, IRL (in real life), with direct reactions in our branches and customers.”
Ro said: “We have switched to see what we call the demand spaces, that is why to travel for that kind of journey and shape those demand places, to understand what inspires that demand place. And then using the real customer response to validate the behaviors around that demand place.”
Fremar said the brand experience for JP Morgan Chase “is actually about understanding who is our audience, how our company has impressed, and we are dreaming for everyone, every day, every day.”
He said: “And the way we contact our customers and customers and communities that we serve at the brand level, this is really about understanding the unique needs of the audience and the brand is about coming to life in the ways that they will expect, and then hope that they will not expect well.”
Fremar said that it was “important” to experience something in the person. “This year in Cannes here, there have been talks about a tremendous amount of AI and some techniques that are going to be transformative for our industry and customer experience and customer travel, IRL and actually being able to see a brand, to touch a brand, what is really liked by what he likes, when you really like it. There is external volume.
Ro said it was important to monitor the customers’ response on social media during his stay and immediately respond.
Loyalty Program Marriott Bonwoy for Marriott Hotels offered special experiences and opportunities for Taylor Swift’s ERAS Tour in select cities last year. “We went like 500,000 new enrollment for Marriott Bonwoy because the younger people said that I want the opportunity to win, and then the second business side we said, we just do not want to slap our people on a touring sponsor, okay? Okay? We want to be a partner who does meaningful work for you.”
“What was great is that we were able to expand the fan experiences in our hotels. So, when people stayed with us, we had bracelet stations in the hotel, we helped them with the sale of mercury in the final show, and then you could come for a weekend for Taylor Swift and experienced everything like restaurants and bars and things like things.
Zach kitschke, CMO, canva; Xavier Meja, President, Marketing and CMO, Europe, Coca-Cola; And Jessica Jensen, CMO, LinkedIn.
The final session was about innovating for the future, operated by the executive editor of the International Elsa Cassalassi.
Keslassy explained that they might see how companies are “strategizing for the future, including new technology devices, such as AI, and working with new partners and integrating everyone in your processes.”
Meja said that “it was important to identify what is not changing, okay? When it comes to marketing, it is still about understanding people. It is still about going deep into insight. It is still exciting, to seduce people with our brand solutions.”
He said: “What we keep changing, and this is part of the leadership, making the teams aware that technology is to do everything for us that I am very fast, better. And in fact it is different from other brands. And it is embracing the risk. One thing that I can say to my team is the risk.”
Kitschke said: “We have this incredible community that now makes the world with Canva. There are 250 million people every month. Every week one hundred million people who are coming on stage, from social graphics to videos, presentations, everything from T-shirts, everything that you can imagine, and actually as a target is a target and that he was really aiming.
He said: “And then for our team, how is it how we are producing products and services and rebuilding our own workflows. There is a lot that is actually changing and basic things are the same, but now to do research on a new product and can get a very quick understanding on how a community can react, or a spin in a place.
Jensen said: “Human connection and love is one that scored the world. AI is a support. In LinkedIn, we have one billion members and millions of businesses around the world. We are using for AI night and day storyboard campaigns, video editing, copy tests, management campaigns, synthetic brand research.
“I think I do two pieces of advice to my team and myself that AI is a table stake for efficiency. To run the growth of the customer, some people say that only play with AI, just play with AI, just use. You have to build to run development and I feel that we are not doing it in the world right now. I am not doing it. Need
