At the recently held quarterly virtual summit organized by MARKETING EDGE publication, professionals from across the integrated marketing communication space reiterated the importance of combining data-driven insights, creativity, and consumer connection in the face of ever-evolving consumer behavior.
They noted that the future of sales and marketing belongs to those who can fuse the precision of data with the emotional power of compelling narratives emphasizing that data-driven storytelling fosters deeper customer connections, accelerates innovation, and strengthens market performance.
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A similar sentiment resonated at the ongoing Cannes Lions Festival of Creativity, where Chief Marketing Officers (CMOs) highlighted the significance of blending creativity with technology, building authentic customer relationships, and adapting to a rapidly shifting marketing landscape.
Top CMOs from Amazon, Mars, and Novartis—namely Claudine Cheever, VP, Global Brand and Marketing, Amazon; Gülen Bengi, Lead Chief Marketing Officer, Mars; and Gail Horwood, Chief Marketing and Customer Experience Officer, Novartis explored the evolving role of marketing. They underscored the need for flexibility, collaboration, and cultivating a culture that embraces experimentation and continuous learning.
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Bengi spoke about Mars’ transformation journey, highlighting a shift in brand-building strategy:
“We are moving from messaging to two-way engagement,” she said, emphasizing co-creation with communities and the importance of building ongoing, personalized experiences.
She added that Mars has restructured its brand teams by integrating data analytics, digital capabilities, and human insight placing the consumer truly at the center.
She also expressed pride in Mars’ culture of curiosity, where creativity is valued across all levels:
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“Creative is no longer a title for a few; it’s a verb for everyone,” she said, acknowledging the company’s legacy of iconic brands while embracing a modern, inclusive approach to innovation.
Horwood shared her pride in Novartis’ intentional embrace of creativity, despite operating in a highly regulated industry.
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“We focused on what we can do, not what we can’t,” she explained, referencing their award-shortlisted campaign Your Attention, Please, which raised awareness about breast cancer.
The campaign, which includes a unique partnership with the NFL, demonstrates how creativity can thrive even in restrictive environments.
Cheever reflected on Amazon’s approach to balancing global branding with local relevance:
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“We’re making Prime a global brand while staying locally relevant,” she noted, citing a standout holiday campaign that used AI to mine millions of customer reviews for humorous insights brought to life by actor Adam Driver.
She credited the campaign’s success to a smart blend of creativity and technology.
According to Cheever, fostering creativity within a company means empowering teams:
“It’s about delegating decisions, enabling speed, and getting out of the way,” she said.
Recall that during MARKETING EDGE quarterly summit Dr. Abiodun Ajiborode, CEO of Brand Management Academy, underscored the role of data in effective storytelling.
“Data is the code,” he said, “that guides businesses through the complex ecosystem of consumer needs and market trends.”
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