#AR #MARKETING
Hosted by Erin Andrews and featuring Marc Pritchard, Chief Brand Officer at Procter & Gamble, Eric Reynolds, Chief Marketing Officer at The Clorox Company, Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, Paul Alexander, Chief Marketing Officer at Eastern Bank, and Paul Gunning, CEO at DDB Chicago
One thing the Chief Marketing Officers of some of the leading brands share is optimism and ideas. Erin Andrews, sportscaster and ‘Dancing with the Stars’ host, met one-on-one with visionary marketing leaders at WHOSAY’s ANA Masters of Marketing pop-up studio and discussed the marketing and advertising industries’ upcoming challenges and opportunities. WHOSAY, an influencer marketing company, selected Erin and WHOSAY’s Rob Gregory, President of Sales, to lead the charge in highlighting the extraordinary work of these marketers. “Erin has a highly successful history in connecting and engaging with both audiences and brands,” says Steve Ellis, CEO of WHOSAY. “And she is a powerful influencer in her own right.”
Where do we go from here? For P&G’s Pritchard—who admits his vision may sound like an oxymoron—the answer is in mass-personalization. “Now, with digital technology, you have consumer ID data,” he told Andrews. “Your phone has an ID. We know it’s Erin. So, what we can now do is those IDs are being collected in the databases and then we can work with the people who have those databases, as well as our own database, to be able to reach you when and where it matters […] Mass one-to-one marketing: that’s the next wave.”
“[Advertising has] been one of the most creative problem-solving forces in economic history,” Reynolds thinks. “Sure, we’re going through some growing pains but advertising has always changed and adapted to the needs and temperaments of people.” The Clorox CMO admitted the need to “figure out some things in digital” but also put his faith in “the promise and the effectiveness of it.”
For Rajamannar, part of that promise lies in the arrival of things like augmented and virtual reality.” The Mastercard CMO referred to “the democratization of artificial intelligence” as a “fantastic opportunity.” Another big opportunity? What he calls “smart speakers.” “You got smart speakers, which is another huge emerging area for us because if you see at the statistics that 7% of the households in the US already have either a Google Home or an Alexa. Now, how many times are you going to make your purchase simply by telling the device […] So, as a marketer, how do I get into that stream and impact consumers choice at the moment of truth. That’s what we’re so excited about. We hopefully create a cash free society down the line.”
So is this, and not Don Draper’s swell time of captive audiences, the golden era of advertising? If your name is Paul Gunning, the answer is yes. “I often say that I do think this is the most exciting time to be on this business,” the CEO DDB Chicago at DDB Worldwide Communications Group said. “The level of innovation is truly exciting. The ability to see our work and its impact—almost immediately—in terms of consumer behavior and in terms of our clients’ business results, and having the levers and the experiences to pull on that see what’s working. I find it the most fascinating time.”
Innovation is the name of the game, indeed. “What I see happening in the future is, cause we’re calling for this, is challenging all the platforms whether be TV, digital, social or whatever to innovate in ads,” P&G’s Pritchard said. “Advertising will become far more engaging. But I think, even better, it will move to this mass one-to-one marketing, which will enable more useful and engaging one-to-one experiences to help solve problems.”
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