Trend Makers To Watch
August 13th, 2009
Thirty women in advertising were honored today at a luncheon hosted by Ad Age in partnership with Advertising Women of New York, Meredith and We TV. These women taste makers and honorees are leading their organizations’ relevance to their audience and marketplace. Always pushing the envelope of excellence and reaching out for more in their professional and personal lives. Ad Age Editor Jonah Bloom was charming, as he kept the panel at ease and the audience entertained with his wit.
Relevance to now, the Hispanic market, local markets, performance based, top-notch resources and moving digital forward are key phrases mentioned multiple times by each honoree as they shared insight into current and future strategy for their company and clients. Being that there were 30 honorees each of them offered short and succinct, yet powerful responses. Here are a few highlights:
Suzanne Alecia, President Out of Home Video Advertising Bureau. “Her one key goal: make it easier for advertisers, agencies and media companies to buy and sell rapidly growing medium.”
Jonah Bloom: How do you ensure that the industry does not break into a million compartmentalized pieces?
Suzanne Alecia: There are three key elements listening, comprehending and guidance based on the standards that we set as a trade organization.
Wanda Young, Senior Director, Digital Marketing. “One thing I really loved from my last position is that I was able to grow digital as an overall part of the marketing arsenal,”
Jonah Bloom: After six months with the national retailer what characteristics make the retailing giant a success? (Note: question is paraphrased)
Wanda Young: People are empowered and the organization’s fearlessness to drive digital forward.
Sarah Armstrong, Director Worldwide Media and Communication Operations, Coca Cola. “The work ethic of a student-athlete is something that you can’t ever underestimate,” she said. “You have to juggle multiple aspects of your life and perform at a high level in all of them…And in a team sport like volleyball, you can’t be successful unless everyone is moving in the same direction.”
Jonah Bloom: Tell us more about “value-based compensation.”
Sarah Armstrong: A shift from labor-based to value-based compensation is a mindset we are changing and taking the lead to get the advertising industry to move in the same direction. Agencies earn their guaranteed profit based on performance produced by a campaign or a program.
Jill Beraud, Chief Global Marketing Officer, Pepsico. “One reason I wanted to come to PepsiCo was because there is so much change going on,” Ms. Beraud said. “When there’s a lot of change, there’s great receptivity to doing things differently, and a great deal of openness to new ideas and new ways of thinking.”
Barbara Blangiardi, Senior VP-Creative Partnership and Innovation, NBC Universal. “It’s tricky work, devising ads and promos that, describes the them “represent a partnership between the revenue side of the company and the creative side of the company.” Not only does Ms. Blangiardi have to come up with concepts that help sell product and generate awareness, she must also weave in elements that promote the programming these ads support.
Jonah Bloom: What are marketers looking for in a partnership?
Barbara Blangiardi: Advertisers are more interested in partnership. Success metrics are highly dependent on the advertiser and their key objectives for that particular campaign.
Shari Weisenberg, VP Strategic Marketing, Sci-Fi. “Love it or hate it, Sci-Fi Channel’s much-blogged-about name change to Syfy has been the most buzzworthy cable rebrand in recent memory.”
Jonah Bloom: Why change it when it is not broken?
Shari Weisenberg: Prior to my joining the team, there were two-years of work and research already in place to change the Sci-Fi brand name. The result of Sci-Fi’s brand name change resulted in highest ratings in the network in six years. Moreover, SyFy is more aligned with imagination and not limited to a “category.”
Jeri Ward, General Manager, Marketing and Strategy, Audi. “Bringing this idea to life shows how we are nimble, bold and willing to take risks.”
Jonah Bloom: Why did Audi choose to align itself with the last Presidential Election?
Jeri Ward: The previous Presidential Election marked a big moment of change. The idea of change and progress is core to Audi. We saw the opportunity to align with what Americans can strongly identify with. Audi employed multi-tier tactics including, print, online, takeovers and television. The result 111M impressions in a day. Key learnings: change perception and make bold provocative moves.
Esi Eggleston Bracey, Vice President, Global Cosmetics, Cover Girl. “Ms. Bracey was P&’s first female African -American general manager, though she says the milestone is really about valuing diversity more broadly.”
Jonah Bloom: How donyou keep your brand relevant for now?
Esi Eggleston Bracey: Timeless. Execution is always our X-Factor. We work with a top notch team in the industry.
Marla Skiko, Senior Vice President of Digital Innovation, SMG Multicultural. “Many clients are surprised, for instance, when she tells them that Hispanic moms 36 and older outpace non-Latinas in their use of social networks.”
Jonah Bloom: What should we learn about the marketing to the multi-cultural market?
Marla Skiko: Marketers should invest in multicultural digital programs. Get in the now. There is no reason to wait. Multicultural groups flock to technology, hence creates a powerful space for multicultural channels. Be relevant and do not limit your brand’s connection to the language. Make a connection with the culture.
Martine Reardon, Executive Vice-President, Marketing. “In these kinds of times, the fast approach is to just put it all on sale,” she said. “Every now and then I have to stop myself and say, “Is this really right for the brand? Is this who the brand is? Is this what the consumer recognizes as the brand.?”
Jonah Bloom: Can you share your approach to distribution?
Martine Reardon: Macy’s is a nationally based retailer, yet closely tuned in with the customer at the local markets. Consumer behavior is different across geo markets. Geo targeting is important and helps flesh out and strike a delicate balance of our national programs that are relevant to the local markets.
Fran Hauser, President, Digital-Time Inc. Style and Entertainment Group. “We are really focused on not having the advertising be misleading to the consumer,” she said. “As long as it’s clear to the consumer that it’s advertising, then we’re fine.
Johan Bloom: Tell us more about how your editorial and sales teams are working together to bring in revenue.
Fran Hauser: Our editorial and sales teams have partnered together to develop and brainstorm on creating programs for clients. Our goal is to create meaningful business. An example includes adding e-commerce features on InStyle.com and our recently released iPhone application that provides celebrity news tracker. For $1.99 users can track the activity of their favorite celebrities.
Jenny Cisney, Chief Blogger and Social Media Manager, Kodak. “The launch of the Kodak blog was really well-planned, but I knew from the beginning it would work out well.”
Jonah Bloom: In the use of social media how do you ensure that Kodak stays focused on their message?
Jenny Cisney: Be real. Be yourself. Be transparent
Here’s a complete feature of all 30 honorees Ad Age Women to Watch 2009.
As much as a number of the honorees mentioned digital media is a big push in their organizations, not many clearly expounded on what these programs would entail from strategy to distribution channels. Two emerging media properties where mentioned a number of times, including My Space and You Tube. What about the other notable tools and technology? I am hopeful that in the next year’s Women to Watch we’ll hear more about the use of live streaming video, gaming and cross-bred web properties that showcase editorial and user generated content at the local market levels.
I do wonder why the question and answer segment was not open mic. I can only assume that it was a communications strategy decision. Perhaps each organization wanted to make sure that statements are properly cleared by legal and management or was it a timing issue?
Regardless, it was inspiring to see women leading their organizations and clients into the new era of advertising, media buying and distribution.
Are you a woman leading your organization’s efforts in marketing and advertising? Would love to hear your insight on how your goals and strategy align with Ad Age’s Women to Watch 2009.
~ jessica valenzuela ~
Tags: Advertising, Advertising Age, Marketing, New York, Women To Watch 2009
