Raquelle M. Zuzarte’s Post

Share, speed and scale - that’s the game for global brands. Earlier this summer at Cannes Lions International Festival of Creativity, I joined some of Chicago’s biggest names in the business – Vivek Mohan, Divisional VP, Global Corporate Marketing, Abbott; Jennifer Murillo, SVP and CMO, Discover Financial Services; Anuj Bhasin, Chief Brand Officer, PepsiCo’s Gatorade; and Erwin Dito, VP Global Brand Leadership, McDonald's, for an insightful session at the Omnicom Cove. We explored the challenges and opportunities facing the industry today and discussed a range of topics including Innovation and AI, the power of a brand and creative excellence. I believe we are on the verge of the golden era of creativity and we have to do a lot of navigation to get to the right outcomes. It’s a very exciting time and Chicago seems to be a marketing powerhouse right now.  More about Chicago’s strength in the industry and if you’re interested in hearing more, watch the entire panel here: https://lnkd.in/gW9wnFDb Thank you Vivek, Jennifer, Anuj and Erwin for joining me. #Chicago #marketing #brand #brandexperience #disruption #technology #innovation #AI #culture #advertising #partnerships #CannesLions2023 #tbwa #thedisruptioncompany

#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

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

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

We kicked off 2024 with the fantastic news that Álvarez‐Díaz & Villalón has been recognized as a Real Leaders Top Impact Company! This prestigious distinction underscores our steadfast dedication to making a positive impact on both our planet and society. As a team, our pride swells in our commitment to sustainability and ethical business practices. Our path to creating significant, meaningful change is driven by our collective passion, innovative spirit, and profound sense of duty. This recognition represents more than just a milestone; it's a powerful affirmation of the tireless efforts and unity of every individual in our team. It reinforces our responsibility to leverage our business as a catalyst for good, demonstrating that no matter our size, we can make a substantial difference. United, we stand not merely as a business entity but as trailblazers, visionaries, and agents of change, actively forging a path towards a more sustainable and hopeful future. Here's to forging ahead with our mission to make a lasting impact, challenge the status quo, and redefine the benchmarks in sustainability and social responsibility! #RealLeadersImpact #SustainabilityLeaders #PositiveChange #TeamEffort #MakingADifference #PlacesofPurpose

"These times urge us to be agile. Flexibility is essential. We provide fractional access to hand-picked talent and expertise, giving our clients marketing leverage they might not otherwise achieve." -Simon Fleming-Wood     In case you missed it... hear more from Simon, the newest addition to 621’s executive team,  on fractional marketing, how successful companies see marketing and why he’s joining 621 Consulting: https://lnkd.in/gZjiQQTK #Fractionalmarketing #621consulting #marketinginsights #marketing

I am so looking forward to co-hosting this Chicago dinner for HR executives with Included.ai! Included is at the forefront of a new wave of tech, with predictive tools and Gen AI for people analytics that empowers executives like myself to *instantly* leverage data to address hot spots in our HCM strategies, and Included embeds DEIB in every view. What truly sets Included apart is its ability to detect & deliver KPI progress reports and outliers in the HR data set across various aspects like performance calibration, hiring, and promotions. This allows us to proactively address emerging issues before they escalate. Data transparency is a a catalyst for change.... With platforms like Included delivering instant hot spot detection across DEIB, HR & TA we can identify roadblocks for specific employee groups and pinpoint departments requiring targeted intervention. This data transparency fosters meaningful conversations and the development of actionable strategies for driving positive change. Building a More Equitable Future.... I believe in the power of technology to combat bias and create a truly inclusive workplace. Through my role at Included.ai, I'm committed to leveraging my expertise to ensure the ethical development and use of AI in talent management. Our ultimate goal? Building an equitable and inclusive environment where employees from all backgrounds can thrive. Join the Conversation! I'm co-hosting an exclusive executive dinner sponsored by Included.ai, where we'll delve deeper into the transformative power of data-driven people strategies. Let's connect and discuss how we can collectively build a more inclusive future for all. #DE&I #DataDrivenHR #PeopleAnalytics #Includedatwork #hrdata #hranalytics #talentacquisition #ChiefPeopleOfficers #ChiefDiversityOfficers #AI #ML #Insights #Detection #Automation

One of the highlights of the P&G Alumni Network - Official Page Global Reunion Gala was an opportunity to learn from Jon Moeller, President & CEO at Procter & Gamble who shared some key principles for profitable top line and bottom line growth.  I’ve always been inspired by the principles of visionary long-lasting companies (I’ve had the opportunity to work for two, Procter & Gamble and Johnson & Johnson) and the skills I learnt in applying the genius of the “AND” (versus the tyranny of the “OR”) is explained beautifully by Collins and Porras in their book “Built to Last”. Jon brought this to life as he explained the sound strategy behind P&G’s performance: 🔆 Show Conviction:  Jon reminds us: “Having top line growth, with no bottom line, is a waste of time. Bottom line, but no top line, it’s just a matter of time" 🔆 Grow the Market: Market growth is about creating business not taking business. It is the only growth that retail partners care about.  🔆 Delight Consumers: Consistently deliver superior quality products with exceptional value - every time 🔆 Lead with Constructive Disruption: Nurture your portfolio, your channel partners, your supply chain and your people to make the complex simple and move with agility 🔆 Follow your North Star: Ultimately, your purpose, values and principles will determine if you will get there - follow it relentlessly! Thank you for these valuable learnings, Jon – a great reminder on how to build our people, our brands and our businesses! #pgalums #growth #profitability #valuesdriven

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

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