In answer to a question about how you balance regional, local and global ideas, Jonathan Mildenhall, global CMO for Airbnb revealed that it is often internal politics that stops these ideas from being used around the world in marketing campaigns.
Mildenhall was speaking as a panelist on the day of the Economists first breakfast briefing at the Cannes Lions festival. He spoke alongside Bruce McColl, global CMO for Mars and Pete Blackshaw, global head of digital and social media for Nestle.
The human race is so much more similar than different, but politics in organisations tell us this is not the case. Internal politics in large brands often stops global ideas from being implemented around the world. We have to be forward thinking and stop getting caught up in what is the mantra of an obsolete legacy, explained Mildenhall.
You need to understand nuances in the different regions and build teams that are genuinely diverse. We dont see enough diversity at the moment.
Alongside this the panel also discussed the key trends and insights that will shape the industry and Blackshaw explained how the key to success is consumer trust.
One fundamental we have to embrace is in keeping the consumer in the centre of everything we do, making sure we give them the chance to opt in, he said.
Mars McColl believes the future for marketing is to figure out the relationship between discipline and sales, as the line between them is continually blurring, and partnerships is now the key to success.
Other topics discussed during the talk included the future role of the CMO and how it operates alongside the CTO, and also the use of data within brands.
