Haley Eiser’s Post

Is creativity important? In 2018 AB InBev was a ruthlessly efficient machine. But growth was largely through M&A and it was not a marketing-led organization – it was not “creative”. At a senior leadership meeting they decided to transform the company from being a brand buyer to a brand builder. To do that, they needed to radically rethink on its approach to creativity. Within five years AB InBev was named Creative Marketer of the Year by Cannes Lions in 2022 and the most awarded client in 2023. How did they achieve that? 1. The creation of a marketing culture and capabilities division. 2. The Marketing Academy: A universal program to upskill the entire AB InBev team, the academy would embed a culture of continuous learning and improvement. 3. An in-house ad agency: Draftline opened in 2019 to give the marketing team more flexibility to react to what was happening in culture. 4. A ‘creative spectrum’: This mapped work on a scale of one to 10, from brand-damaging to work that shaped culture. This was the thing that allowed AB InBev to quantitatively measure progress across different brands, different countries and different teams over time. It also gave the organization a universal language internally to talk about creativity. 5. Brain trusts: A group of the world’s top creative minds who were called upon to judge the work it was doing against this creative spectrum and offer advice on how to improve. 6. The Creative X Awards: An internal awards program that mirrors Cannes Lions. #creativity #abinbev #creativetransformation

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

𝗛𝗼𝘄 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗮 𝗵𝗶𝗴𝗵 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗚𝗹𝗼𝗯𝗮𝗹 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝘁𝗲𝗮𝗺 ⚡️ I was thrilled to join the Diageo eGrocery Global kick-off last week, sharing best practice around data and planning in eCom. What I love about this community is how quickly the bar (!) keeps raising through insights & expertise. Everyone leaves smarter and with great clarity around their focus. My observations on how this is achieved: 🎯 Team Spirit - know each market and if you can, as many people by name as you can. A good ice breaker and shared laugh helps. 🎯 Celebrate Success - wow so many! When a team takes pride in its work as this network does, it’s important to recognise it. 🎯 Inspiration & Targets - we have numbers to hit - sharing insights from these helps us understand each markets dynamics. A balance of inspiration and reporting keeps energy high. 🎯High Level & Relevant - all content aligns with the needs and opportunities we see in the channel - it’s strategic and up-to-the minute. A good way to fire up teams wherever they sit in the world. What works for your team? James Cragg Lara Batato Nikki Sale Matt Kelly #diageo #digital #ecommerce #leadership

#ICYMI The @anamarketers recently invited P&G leaders to speak to more than 2,000 of the world’s top brand-builders about growing markets during this year’s Masters of Marketing and Multicultural, Marketing & Diversity Conferences! Chief Brand Officer, Marc Pritchard, and North America Vice President of Multicultural Business Acceleration, Lela Coffey, shared how some of your favorite P&G brands like @DawnDishWash, @Swiffer, @MyCascade, and more are resetting the bar on brand-building to serve all consumers and each consumer group through: 💭 Insights founded on an empathic understanding of people 💡 Innovation that creates irresistibly superior brand experiences 🤝Inclusion with campaigns that serve all people and each person ⚡ Impact that grows product use, brand sales and market expansion Interested in learning more? Tap the link in bio to get inspired! #PGemployee

"a great client creates a virtuous cycle that reinforces confidence, candor and, ultimately, great work. We can create more great clients by setting a new standard in training and practice. It starts with a shift from coercive to curious leadership, viewing agencies as critical support and focusing on understanding the source of different perspectives and ideas." Self-awareness is crucial in any leadership role. When you are working with "outside" colleagues, it's important to stop and understand the advice you are hearing and dig into perspectives and ideas that challenge your own thinking. Great article on the soft skills #CMOs, #marketingexecs and others working with creative agencies need to hone. #marketing #brandingexecs #branding #creatives

In a lot of ways, 2023 has been defined by recurring conversations about the "evolving" role of the CMO and its continued relevance. My opinion? The more things change, the more they stay the same. If anything, there's been an evolution in everyone else's understanding of, (and if they're smart, deference to) The essential ways effective CMOs create, steward, and reinvent the kind of sustainable competitive advantage that can't easily be replicated. If the rest of the c-suite has learned anything from this year's biggest stories, it ought to be that great collections of products don't become and/or remain category-leading brands without a savvy marketer at the helm, whatever you decide to title them. (Chief Commercial Officer? Head of Marketing? Anything goes 😉. Take your pick!) In a way nothing else accomplishes quite as consistently, the right marketers and marketing create an alchemy that deftly combines the best of art and science, and those who do it best don't shy away from either. I recently had the pleasure of expounding on my thoughts with Bailey Calfee and Campaign US. You can read more here: https://lnkd.in/grAQZCmx (PS I also had the pleasure of attending the fabulous 1-day AdweekX conference last week during which this came up a number of times...more on that to come!) #cmos #evolution #marketing #leadership #2023trends #responsiblemarketing

Some weeks ago I was faced with a question, and this was the question.… Tell me a brand you love and why? When I saw this question I paused for a while because I have quiet a number of brands that I love, however, one was special because, I'm not a big fan of the brand's product yet it inspires me and this is why; While reading the book LEADERSHIP 101 by John Maxwell last year he gave an example of the leadership of The Coca-Cola Company and so I did my research 🫠 John Pemberton, the inventor of the syrup, had a vision for a refreshing and unique beverage. Asa Griggs Candler, the businessman who purchased the formula, recognized the potential for Coca-Cola to become a global brand. Both men possessed foresight and strategic thinking. The original Coca-Cola recipe was innovative, combining unique flavors with a refreshing fizz. The brand continued to innovate with marketing strategies, packaging design, and new product lines, ensuring they stayed relevant and appealing to new generations of consumers. Candler's genius wasn't just in recognizing the product's potential; it was in his marketing and distribution strategies. He implemented a strong distribution network, ensuring Coca-Cola's accessibility, and launched iconic marketing campaigns that cemented the brand in pop culture. Coca-Cola cultivated brand loyalty through consistent quality, positive brand associations with happiness and togetherness, and a focus on community engagement. Candler's decision to build a strong leadership team and ensure a smooth transition ensured the company's continued success after his departure. Coca-Cola's story offers valuable lessons in leadership, innovation, and brand building. It's a great example of how visionary leadership, combined with strategic planning and a focus on customer satisfaction, can propel a company to global success. Do you also find it inspiring? #cocacola #leadership #johnmaxwellreader #brandbuilding

Just booked my ticket, who's joining me in Nashville for Club CMO? A couple of weeks ago I joined some fellow CMOs in PDX for one of our quarterly dinners. We talked about opportunities, challenges, and AI, naturally. My bucket was full for days afterwards. I expect my bucket to runneth over for the rest of the year after this summit. Check out the agenda below 👇 #cmo #clubcmo #ai #aimarketing

This week a senior CMO left one of the leading companies in the world after 17 years. I am talking about Todd Kaplan. He left “PepsiCo” this week after 17 years. It was mainly he who put this company on the top. And this wasn’t a small task. There was a great challenge to PepsiCo in the form of its competitor companies. But still Todd managed to put PepsiCo above all of them. Here’s how he used the ‘Challenger Brand’ mindset to make this possible: You must have heard of the famous Greek phrase ‘Know thyself’. That’s what the “Challenger brand” mindset is. It comes down to truly knowing → Who you are → Where your brand stands → ⁠What it believes in and → ⁠How your brand shows up within your internal organization’s culture Those are the core things you have to understand. Once you understand this, knowing and competing against your competitors becomes easier. And that’s how PepsiCo then competed against other companies. And not just competed but led them as well. P.S: Are you focusing on “Challenger Brand” ?

Starbucks is getting rid of its #globalCMO role as it promotes its Brady Brewer to the role of #CEO, Starbucks International. In his new role, he will oversee teams across Asia Pacific, EMEA, Japan and LAC, as well as the company’s international licensed partners. In fact, Starbucks isn’t the first global brand to eliminate its global CMO role. Huge brands such as The Coca-Cola Company dropped their global chief marketing officer function back in 2017 by merging it with 'customer and commercial leadership as well as strategy' to create a new 'chief growth officer' role.  How will the role of #CMO evolve in 2024 and beyond? #leadership