WEBVTT

00:00:00.000 --> 00:00:01.876
To win, CMOs cannot just be

00:00:01.876 --> 00:00:03.628
the kings and queens of creativity.

00:00:03.628 --> 00:00:06.548
They also have to be the kings
and queens of algorithms.

00:00:06.548 --> 00:00:09.300
- Jessica, thanks for joining us.
Of course.

00:00:09.300 --> 00:00:11.886
This feels like such a crucial,

00:00:11.886 --> 00:00:14.264
pivotal moment for the role of the CMO.

00:00:14.264 --> 00:00:16.933
It's changing in real time.

00:00:16.933 --> 00:00:20.270
How different does this
Cannes feel to previous years,

00:00:20.270 --> 00:00:22.397
and why does this moment matter so much?

00:00:22.397 --> 00:00:26.067
I think as CMOs, we all
grew up in a world where

00:00:26.067 --> 00:00:28.737
what mattered in terms of capabilities

00:00:28.737 --> 00:00:31.781
was the ability to drive
good business orchestration

00:00:31.781 --> 00:00:32.782
and good creativity,

00:00:32.782 --> 00:00:35.452
good arts in the way we
were expressing our brands.

00:00:35.452 --> 00:00:39.122
What's fundamentally new
now is that we need also

00:00:39.122 --> 00:00:41.541
to be stronger on the
science of marketing,

00:00:41.541 --> 00:00:44.377
the analytics, the measurement,
the AI, the technology.

00:00:44.377 --> 00:00:46.796
Become marketing engineers
to a certain degree.

00:00:46.796 --> 00:00:48.965
That's very new for a lot of us.

00:00:48.965 --> 00:00:52.177
And I think what is happening
in Cannes every year

00:00:52.177 --> 00:00:54.095
is that CMOs come and absorb

00:00:54.095 --> 00:00:56.806
and learn what is it going to take to win

00:00:56.806 --> 00:00:58.475
that part of the job?

00:00:58.475 --> 00:01:01.144
How do you become also, not just the king

00:01:01.144 --> 00:01:03.188
and queens of creativity,

00:01:03.188 --> 00:01:06.191
but also the king and
queens of algorithms.

00:01:06.191 --> 00:01:07.358
And in terms of that, you know,

00:01:07.358 --> 00:01:09.652
the way people now access
information has changed

00:01:09.652 --> 00:01:11.529
so much from just traditional search

00:01:11.529 --> 00:01:16.409
to social media platforms, creators, AI.

00:01:16.409 --> 00:01:18.244
How does that affect the role of the CMO?

00:01:18.244 --> 00:01:19.454
What should they be thinking about

00:01:19.454 --> 00:01:23.833
in order to optimize their appearances?

00:01:23.833 --> 00:01:26.711
I think when you analyze
almost every consumer sector

00:01:26.711 --> 00:01:28.213
and consumer behavior,

00:01:28.213 --> 00:01:30.715
you see different types of consumers.

00:01:30.715 --> 00:01:33.968
You have consumers that are
very loyal, have go-to brands,

00:01:33.968 --> 00:01:36.346
they always buy more or
less the same things.

00:01:36.346 --> 00:01:39.641
And they are still very much
driven by mental availability,

00:01:39.641 --> 00:01:41.434
physical availability.

00:01:41.434 --> 00:01:43.603
But growingly, across all sectors,

00:01:43.603 --> 00:01:46.481
you have consumers that are
much more research driven.

00:01:46.481 --> 00:01:48.358
They're looking for information.

00:01:48.358 --> 00:01:49.901
They actually switch brands a lot.

00:01:49.901 --> 00:01:51.402
They're much more innovation led.

00:01:51.402 --> 00:01:54.697
And these are consumers
that turn to influencers,

00:01:54.697 --> 00:01:56.449
to advocacy, to search,

00:01:56.449 --> 00:01:59.160
to AI search to really pack up

00:01:59.160 --> 00:02:01.871
on information before they decide.

00:02:01.871 --> 00:02:04.415
Now, for us CMOs, one of the implications,

00:02:04.415 --> 00:02:07.627
you need to understand the
roles these touch points play.

00:02:07.627 --> 00:02:10.255
You need really good
insights on what is it

00:02:10.255 --> 00:02:11.965
that people are looking for.

00:02:11.965 --> 00:02:14.050
And you need to switch your content engine

00:02:14.050 --> 00:02:16.469
to be much more consumer driven.

00:02:16.469 --> 00:02:18.263
A consumer is looking for information

00:02:18.263 --> 00:02:20.056
in their native language,

00:02:20.056 --> 00:02:23.184
they're not looking for
your marketing language.

00:02:23.184 --> 00:02:27.355
And that for us is a real new
muscle that we need to build.

00:02:27.355 --> 00:02:29.649
So, if there was one thing
that you could put at the top

00:02:29.649 --> 00:02:33.528
of every CMO's agenda right
now, what would that be?

00:02:33.528 --> 00:02:35.738
Oof. That's hard.

00:02:35.738 --> 00:02:37.073
I want to say three things.

00:02:37.073 --> 00:02:38.449
Three, okay. Not one.

00:02:38.449 --> 00:02:39.617
What have you got for us?

00:02:39.617 --> 00:02:41.035
Okay. Three things.

00:02:41.035 --> 00:02:44.706
One, insights are more
important than ever before.

00:02:44.706 --> 00:02:45.915
You need to understand

00:02:45.915 --> 00:02:48.334
your consumer's behavior really deeply.

00:02:48.334 --> 00:02:51.004
Two, consumer-centric content engine.

00:02:51.004 --> 00:02:55.049
More value, more native ways
of speaking, new formats,

00:02:55.049 --> 00:02:58.178
and treat it as a real supply chain.

00:02:58.178 --> 00:03:01.431
Third thing is science of marketing.

00:03:01.431 --> 00:03:03.224
What share of your teams are dedicated

00:03:03.224 --> 00:03:05.894
to marketing measurement,
marketing analytics,

00:03:05.894 --> 00:03:07.145
discussions with technology,

00:03:07.145 --> 00:03:09.314
marketing technology, engineering?

00:03:09.314 --> 00:03:13.359
And if that number is lower
than 10%, you are in trouble.

00:03:13.359 --> 00:03:15.403
I hope every CMO is listening.

00:03:15.403 --> 00:03:17.614
Jessica, thanks so much for joining us.

00:03:17.614 --> 00:03:18.573
Thank you.