ANA Magazine on ‘The Case for Training’

This month’s ANA Magazine includes an article titled ‘The Case for Training,’ which looks at the changing learning structure of the marketing workspace. As new jobs are created to meet a diversifying market, a top-down approach to teaching junior staff falls short. Professor Jerry Wind, the Academic Director at WFoA, was asked for his thoughts on the problem, suggesting reverse mentoring and collaboration should replace autocratic tradition. The full article is available in ANA Magazine.

“Marketing Matters” Talks to Forbes CMOs 2.0

Aired March 11, 2015

On the latest broadcast of Marketing Matters, Sirius XM 111 on Business Radio Powered by Wharton, WFoA’s Executive Director Catharine Hays and guest co-host Jenny Rooney, Editor Forbes CMO, spoke with four CMOs and Brand Builders about their diverse marketing strategies. The conversation with Kevin George, Senior Vice President and Global Chief Marketing Officer at Beam Suntory; Lisa Mann, Executive Vice President at KIND Healthy Snacks; Marty St. George, Executive Vice President, Commercial and Planning at Jetblue Airways; and Mike Linton, Enterprise Chief Marketing Officer at Farmers Insurance Group, touched on a range of topics including the need to connect with Millennials and the increasing importance of consumer-focused brands.

“Spirits are a really interesting category because they are pure branding,” said Kevin George, Senior Vice President and Global Chief Marketing Officer at Beam Suntory and the first guest on this week’s edition of Marketing Matters. George launched a global marketing campaign for Jim Beam bourbon in 2014, starting in ten countries and growing it to 50. As Jim Beam is a 220-year-old

Kevin George, Senior Vice President and Global Chief Marketing Officer at Beam Suntory
Kevin George, Senior Vice President and Global Chief Marketing Officer at Beam Suntory

brand, their idea was to focus on making history. “The millennial generation, in the US and abroad, all have a similar quality they look for in brands; authenticity, story, and history,” George explained. A product with the history and authenticity of Jim Beam “gives that generation a real touchstone.”

Beam Suntory noticed that spirits are traditionally thought of as something to be enjoyed on their own rather than paired with food like wine. But today, consumers are becoming “discoverers,” seeking new, bolder combinations. “You can pair Maker’s Mark with a steak, and market a product in a completely new way,” he suggested. Similarly, spirits have long been targeted predominantly to men. “But you look at the data on tequila for example, and realize that 80 percent of tequila is drunk in margaritas, and that 60 percent of margaritas are drunk by women.” Creating new campaigns to capture such overlooked markets has been a focus for George.

Another challenge for George is to create campaigns that to connect to the loyal core while also expanding to the “discoverer” market. The recent Jim Beam campaign featuring Mila Kunis exemplifies that. “Mila loves bourbon, so she is authentic, real, and down-to-earth. At the same time, pairing a 220 year old brand with a 30 year old woman helped develop the traditional image of Jim Beam.”

Marketing to this new genre of consumer was a topic touched on by the next guest on Marketing Matters, Lisa Mann, Executive Vice President at KIND Healthy Snacks. An emphasis for her company, she explained, is field marketing. “The gift that field marketing brings is that KIND is now a brand that is discovered, not marketed,” said Mann. “The field marketing team goes

Lisa Mann, Executive Vice President at KIND Healthy Snacks
Lisa Mann, Executive Vice President at KIND Healthy Snacks

where the KIND-oholics are, and they become advocates for the brand.” She described a recent KIND field marketing campaign in San Francisco, where the team set up a flower wall. “We gave people two KIND bars and a flower,” she said. “They kept one bar, and then did a kindness for someone else, giving the bar and flower away.” This campaign promoted the product and the mission of the brand, which is to make the world a little kinder.

For Mann, real time marketing is the most rewarding and salient form of contemporary marketing, particularly for a product like KIND. Real time marketing can of course be digital: earlier in her career, Mann was behind the famously on-point Oreo tweet during the Super Bowl blackout in 2013. But real time marketing can also be offline. “What’s important is the holistic elements of real time,” she explained. “You bring a brand into a culture, become salient in the consumer’s mind, and be a part of their lives. My M.O. is to be where the consumer is.” Focusing on real time marketing gives KIND, as Mann described it, “vitality online and offline.”

Also joining WFoA Executive Director Catharine Hays and guest co-host Jenny Rooney this week was Marty St. George, Executive Vice President, Commercial and Planning at Jetblue Airways. Jetblue has been a market disruptor since its inception in 2000. “When Jetblue started, air travel was a broken industry,” explained St. George. “Customers were paying high prices for bad service. We wanted to break that paradigm.” Strong customer service

Marty St. George, Executive Vice President, Commercial and Planning at Jetblue Airways
Marty St. George, Executive Vice President, Commercial and Planning at Jetblue Airways

grows from a strong culture, something that is essential to Jetblue. “We brand people into Jetblue; every employee’s job is to shepherd the brand,” he said. “You get the culture that you deserve. If a culture truly is important and you nurture it, you will reap the benefits.”

Jetblue, unlike more traditional airline companies, puts customers front and center, undertaking innovative campaigns such as “Carmageddon.” In 2011, a 30-mile stretch of the 405 highway in L.A. was going to be closed for a weekend, a nightmare for the car-centric city. Jetblue stepped in, offering flights for $4.05 between Long Beach Airport and Bob Hope Airport in suburban Burbank. “The idea cost us maybe $10,000,” explains St. George. “And we knew how big a deal it was when it sold out in two hours, and our website got over eight billion hits.”

St. George sees the airline industry as faced with a unique challenge: convincing the consumer that flying isn’t a wholly commoditized business. “We use the phrase ‘America’s forgotten flying,’” he said. “We want to convince them otherwise.” The recent Jetblue campaign, which uses pigeons as a metaphor, draws on this idea, pushing consumers to recognize that they don’t have to be “America’s forgotten flyer.” As a smaller company working to disrupt consumer expectations, Jetblue doesn’t want to just offer another service, it wants to create a different consumer environment: “We want people to see there is something else out there.”

Farmers_Insurance_Group_logo
Mike Linton, Enterprise Chief Marketing Officer at Farmers Insurance Group

The final guest on Marketing Matters was Mike Linton, Enterprise Chief Marketing Officer at Farmers Insurance Group. Farmers, an 87-year-old company based predominantly on the west coast, recently rebranded for the first time in 55 years in anticipation of expanding east. “We wanted to reflect what we are today, and have a brand that carried well across different media,” explains Linton. “But we also wanted the heritage of our company to remain intact, as customers respect that.” Respect is a central tenant of Farmers, where consumer education is crucial to the marketing strategy. “One of the challenges about insurance is that is massively complicated, and a mistake can really cost you,” says Linton. “Every time you touch our brand, we want you to come away smarter about insurance. We’re not trying to sell to you, we’re trying to educate you first.”

As in all industries, innovation is changing the face of marketing methods for insurance. “The combination of technology, big data, and consumer usage allows for a whole new way of thinking about things like insurance,” said Linton. Mobile insurance, where people will buy a car and insure it on the spot, is one such example. The constant flow of new technologies of course brings with it challenges. “You have to try to deliver todays business results while you protect the brand for tomorrow,” said Linton. “And that is always a balancing act.”

WFoA 2014 Annual Meeting Report

In late 2014, the Wharton Future of Advertising Program hosted its Annual Meeting at the University of Pennsylvania’s Huntsman Hall. Over 50 executives from the worlds of advertising, marketing, technology, and research met to exchange insights and discuss the meeting’s theme: “The Most Important Insights and Innovation of 2014, Priority Topics for 2015, and Bold Visions for 2020.”

The following 2014 WFoA Annual Meeting Report contains a summary of the participants’ future visions of 2020 an other highlights of the meeting content. We encourage you to post your comments below.

Download (PDF, 3.31MB)

2014 Annual Meeting: Most Important Insights and Innovations of 2014, Priority Topics for 2015, Bold Visions for 2020

The Wharton Future of Advertising Program’s 2014 Annual Meeting was held in Philadelphia on Wednesday, October 22 and Thursday, October 23, 2014 on the 8th floor of Huntsman Hall at the Wharton School.

The 2014 WFoA Annual Meeting kicked off in Philadelphia on the Wharton campus with a Millennials panel of four students (graduate and undergraduate) who discussed their understanding of “the next big thing.” Their perspectives demonstrated the profound impact that empowered and skeptical consumers are having on industries today.

Brad Becker, Chief Design Officer of IBM Watson, then gave a presentation about Watson and how innovations in technology and artificial intelligence will potentially transform advertising. Becker explained, “Our goal is not to fake or replace or otherwise try to have a computer be a human. I think humans are exceptionally good at certain things. Our brain is good at what it does. Watson is good at other things.” Gayle Fuguitt, CEO of the ARF, responded, “We can do anything we want [with this technology], but we have to figure out what we want to do.”

On Thursday morning, participants shared their responses to our Advertising 2020 question: “What could/should advertising look like in 2020?” Catharine and Jerry then discussed the latest endeavors and aspirations of the WFoA program to consider these responses and help take concrete steps towards making them a reality today.

After a fun hands-on exercise in “executing fast” led by serial entrepreneur Mark Goldstein, participants spent the rest of the day answering, debating, and contemplating the implications of these 4 questions:

  • What new insight, innovation or approach should we learn from in 2014?
  • Why is this important?
  • What compelling findings and examples deepen our learning?
  • What are the implications for choices and action in 2015 and beyond?

Forty speedy presentations provided a dizzying amount of insights and innovations, touching on “Storydoing,” the Internet of things, the impact of women on sales metrics, the ascendency of mobile, new insights on the path to purchase, advertising fraud, and the need for engineers and creatives to communicate. The last moments of the meeting gave participants a chance to share what they had learned and how they will act differently on Monday morning.

Participants:

Jon Balck, President, Victors and Spoils
Brad Becker,* Chief Design Officer, IBM Watson
Eshwar Belani, VP of Strategy, Rocketfuel
Ron Berman, Assistant Professor of Marketing, The Wharton School
Jonas Bjarkow, Brand Manager, Carlsberg Denmark
Amy-Willard Cross, Founder & Editor in Chief, Vitamin W. Media LLC
Hannah Diddams, Head of Data Science, Bloomberg
Mike Donahue, Executive Vice President, 4A’s
Chris Fralic, Partner, First Round Capital
Gayle Fuguitt, CEO, ARF
Morten Gad, Creative Director & Partner, Gorm Larsen & Zornig
Christian Glover-Wilson, Head of Technology and Strategy, Tigerspike
Mark Goldstein, Chairman and Managing Director, The Factory
Gillian Graham, CEO, Institute of Communication Agencies
Ernesto Guillermo, Head of Global Innovation, Daymon Worldwide
Alan Hallberg, Corporate Vice President; CMO; RF Micro Devices
Catharine F. Hays, Executive Director; Wharton Future of Advertising Program
Rob Holmes, VP Advanced Advertising, Comcast
Janet Hull,* Director of Marketing; Executive Director, Institute of Practitioners in Advertising, London
Ed Keller, CEO, Keller Fay Group
Darren Klein, Director of Sales, Shazam
Karsten Koed, Director and Partner, Gorm Larsen & Zornig, Denmark
Christian Kugel, VP Consumer Analytics and Research, AOL
Denise Larson, Principal & Co-Founder, NewMediaMetrics
Liz Lee, US Digital Practice Head, Edelman
Yoram Levanon,* CSO, Beyond Verbal Communications
Chris Louie, VP Product Marketing and Ad Effectiveness, The Nielsen Company
Chris Lyons, WW Director, Customer Business Enablement, Eastman Kodak
Shubu Mitra, Director, Connection Planning Effectiveness & Productivity, The Coca-Cola Company
Mark Morris, Former Chair, Bates North America
Tom Morton, Brand Advisor
Robert Passikoff, Founder & President, BrandKeys
John Piccone, Chief Revenue Officer, Simulmedia
Dante Pirouz,** Visiting Assistant Professor, The Wharton School
Jen Pouchot, Director Creative Services and Digital, SEI
Jagmohan Raju,** Joseph J. Aresty Professor, The Wharton School
Babs Rangaiah, VP Global Media Innovation, Unilever
Mitchell Reichgut, CEO, Jun Group
Robbert Rietbroek,* CEO and Managing Director, Kimberly-Clark Australia & New Zealand
Anne Rivers, SVP, Global Director of Brand Strategy, BAV Consulting
Steve Sachs, CEO, Onespot
Mark Samuels, CMO, SEI
Molly Schloss, Senior Analyst, Strategy & Analysis Group, DigitasLBi
Paul Sethi, CEO, Redbooks
Baba Shetty, Chief Strategy and Media Officer, DigitasLBi
Andres Siefken, CMO, Daymon Worldwide
Holden Steinberg, Co-Founder, Adnucleus
Chris Stutzman, VP, Managing Director, Business Transformation, R/GA
Steven Suthiana, VP of Digital and Media Operations, Mansueto Ventures
Marco Vega, Co-Founder, WeBelievers
Kip Voytek, CEO, Rumble Fox
Jerry Wind, Lauder Professor of Marketing, The Wharton School; Director, SEI Center for Advanced Studies in Management, The Wharton School

*Contributed remotely
**Attended Wednesday, October 22 only
***Attended Thursday, October 23 only