BUSINESS GROWTH ENGINE
Debora Koyama, Chief Marketing Officer, Europe, Mondelez International
...the role of marketers to define how creativity can support both short-term activities and long-term brand equity, to have a better level of influence in the boardroom; and how creatives can support them in achieving sustained growth.
Creativity at Cannes Lions is far more than a 30-second ad. In fact, it’s hardly ever a 30-second ad. It’s a survival mechanism. Applied properly, it’s transformative. It solves big business problems. It requires complete organisational focus.
It is also arguably the best (sometimes only) way to drive non-incremental growth.
But, as you know, it requires a long-term, enterprise-wide commitment and often a complete re-engineering of business models, mindsets and culture. Marketers must define how creativity can support both short-term activities and long-term brand equity to have a better level of influence in the boardroom. We need to focus on the “marketing of marketing and creativity” in order to gain credibility; but this must always be backed by business results. Creativity needs a new vocabulary: one that resonates with the C-suite.
Learn how to be a true business partner rather than a drain on costs.