I attended an ANA Masters of Marketing session with Tony Palmer, SVP, CMO Kimberly-Clark entitled Putting the Big M in Marketing: How to Put Marketing at the Center of the Plate. It was an exciting session and I’d like to share some of the highlights that struck a chord with me.
The focus of the session emphasized how today more than ever businesses need to focus on how marketing is a critical business function key in driving growth, now is not the time to marginalize and cut back spending on strategic marketing. As a marketer myself I believe wholeheartedly that it is our responsibility within the organization to catapult the trajectory of our business or product. Using video of ad campaigns as examples to illustrate instances where the a brand was successfully transformed by innovation, Tony spoke to the messiness that takes place as part of the process of innovation in marketing—it’s not straightforward or in any way easy but absolutely essential, it HAS to happen. Tony did a great job describing how there is a critical shift that takes place when marketing moves away from being an adjunct function to becoming central to the business which is absolutely necessary to drive the growth of the business.
Key pillars of the Kimberly-Clark marketing philosophy:
· Making and delivering promises of brands drives equity
· Equity drives enduring profitable growth
· New news drives equity *INNOVATE*
· Measure results relentlessly
· Embrace and manage risk
The point Tony finished on which seemed to be a theme in many of the sessions today— empower marketers to do great work. He left us with this thought: “Unleashing the power of people. The future has always been in the hands of fearless, unreasonable people.”
Are you feeling fearless today?
Natali Alexander – Microsoft Advertising