Marketing Masters

Heading into 2023, the role of the marketing leaders within their company will be more pronounced than ever. Teresa Barreira, Publicis Sapient CMO, argues the scope of marketing leaders now extends beyond brand building activities. In the final episode of the season, we speak with Barreira to take a deeper look at the responsibilities of marketing leaders. A well-seasoned thought leader on marketing leadership, Barreira takes us through how the role has evolved, and the characteristics exceptional leaders should embody.

Keep it simple, stupid! Or, as Margaret Molloy, puts it a little more delicately: “Great marketing leaders simplify.” From B2C to B2B, simplicity can help brands prioritize as they head into an uncertain economic landscape. Siegel + Gale's Global CMO explains how marketing leaders can embrace simplicity to build trust, loyalty, and willingness to pay.

Building an effective martech stack is challenging. Defining the right needs for your organization and customers becomes clouded when endless technology providers claim to have the right solution for your brand. On the latest episode, award-winning Martech expert Darrell Alfonso shares best practices and pitfalls for marketing technology that supports brand building and revenue generation alike.

Sight, sound, smell, touch, taste. These five senses govern how we interpret the world around us. But how often do brands limit themselves to the first two? Multisensory marketing looks beyond this limited view of sensory engagement. In this episode, Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare, Mastercard, takes a deeper look at marketing to all five senses and offers invaluable insights on what it takes to become a world-class marketing leader in the fifth marketing paradigm.

The 2022 Qatar FIFA World Cup has been fraught with controversy, with many fans criticizing brands representing the tournament. So, let’s look at a sports sponsorship that is flipping the traditional model on its head. Vista is partnering with the likes of Liverpool FC and the Boston Celtics to place the spotlight on small businesses who have seen increased followers, engagement, and customers because of this one-of-a-kind sports sponsorship. Claire Reynolds, Marketing Director at Vista, joins us in the commentary box for the latest Marketing Masters podcast episode on sports sponsorship marketing.

Here is an uncomfortable about social media ROI: By focusing and relying on organic, you may be wasting time, talent, and resources. Ryanair’s Head of Social Media, Michael Corcoran, discusses five pitfalls that see marketing dollars and pounds thrown away into a social media black hole.

In June 2021, PwC announced the launch of ‘The New Equation’, a new global strategy that re-imagined its value exchange with its customers. The New Equation is designed to build trust and deliver sustained outcomes that help solve problems and represented a major shift to prepare for a rapidly changing society. Crucially, it required breaking down marketing siloes on a global scale. Over a year on, PwC’s Chief Strategy and Communications Officer, J.C. Lapierre, has learned much about the process of breaking down siloes. Leading The New Equation highlighted the challenges involved when getting marketing, communications, client experience, brand, content, and even an in-house agency all rowing in the same direction. We dive into her learnings.

Leveling up and future-proofing your digital strategy is not optional. It is key to survival. All brands now wish to accelerate some type of business growth through digital, be it brand, revenue, or reputation. This requires digital fluency at all levels and within all teams. Building a digital center of excellence is now a recognized model for delivering efficiency and innovation at scale. Sabrina Rodriguez, Global Head of Digital Marketing at Ericsson, has spent years helping brands build a digital center of excellence. Hear her best practices that can make, or break, a digital center of excellence.

When you think about AR, what is your gut reaction? Do you groan at the sound of another marketing buzzword, or do you begin thinking about the endless possibilities of this technology? If it is the former, it is time to change your thinking. Matt McGowan, Country Director at Snap Inc., Canada, explains why AR should now be a part of your traditional marketing mix and how to champion AR as a marketing leader.

As the saying goes, the customer is king. In recent decades, this meant giving customers digital convenience. The rise of DTC is living proof of this. However, the pendulum is swinging back towards brand affinity and advocacy. This is the route to customer loyalty. In the third episode of the ClickZ Marketing Masters Podcast’s second season, we speak with Azlan Raj, CMO of Merkle EMEA.