At this year’s ANA Masters of Marketing conference, brands gathered on the computer screen instead of in Orlando, Florida. But the virtual event was still filled with big names, from marketers like Delta, DoorDash, Unilever, Procter & Gamble, Lego, Walmart and others. Executives today discussed top marketing issues, from brand safety issues related to hateful content on social media platforms to advertisers’ renewed need to speak out on the year’s political and cultural upheaval.
On the virtual stage, top marketers from around the world shared experiences and offered lessons and insights into the past year in advertising and how marketers can thrive in their own organizations. Down ten food stalls from the conference.
Eliminating hateful content on social platforms remains a priority.
However, it is not necessarily the responsibility of marketers to do so. According to Marc Pritchard, Procter & Gamble’s chief brand officer and chairman of the ANA, the board met with the platforms last week to “review plans and schedules for eliminating hateful content.” However, Pritchard said that most of the responsibility should rest on the platforms to control the content. For marketers, their job is to “spend time creating, innovating, doing good, and growing” rather than “wasting time monitoring bad content”.
Corporate philanthropy goes hand in hand with financial success.
This year’s events have made it non-negotiable for brands to take a stand and work towards positive change. However, it is important for companies to recognize that, according to Danone’s SVP Brand Marketing, Manos Spanos is not only a necessary PR step, but also an essential one for the success of the brand as a whole. “Good for business and good for the planet are not mutually exclusive,” he said. “Use your brands to do more.”
Use difficult moments as learning opportunities.
Facebook is still anticipating an advertising boycott that resulted in over 1,000 companies pulling their advertising dollars off the platform. However, Carolyn Everson, vice president of global marketing solutions at Facebook, said it was another push for the company to find solutions and take bigger steps when it comes to tackling hateful content on their websites and apps, such as a stronger crackdown on QAnon content. “It was a very rough summer, the most difficult summer I’ve ever had professionally. But sometimes in those toughest moments you understand what really matters and actions are important, ”she said. “I’m grateful for the boost we got because I think it makes us better.”
Having ambitions as a brand is more than just a goal, it’s about making an impact.
For General Motors, harnessing this influence means more than convincing consumers to buy a GM automobile. It’s about the company taking responsibility for the transition to electric vehicles. That’s the word from CMO Deborah Wahl. “In establishing this mission, GM took responsibility for many things that are not under our direct control but under our control,” she said. “In order to meet this obligation, we have to redesign global transport. And above all, we have to convince everyone who drives to switch to electric. “
Realize the power of advertising and how it has been used negatively in the past.
Esi Eggleston Bracey, chief operating officer of Unilever NA Beauty and Personal Care, said there was no denying that advertising, whether consciously or not, was used to perpetuate stereotypes. The black community has been a particular victim of this form of bias. Not only do marketers need to be aware of this, she said, they need to actively work to make change happen. One way Unilever is doing this is through the Crown Act, which stands for “Create a Respectful and Open World for Natural Hair”. The law that Dove endorsed will outlaw racial hair discrimination and was passed in seven states.