Global Marketing Trends in action: Talking about a fusion mindset with Citi CMO Carla Hassan
“We’re leaning into conversations and partnerships that are meaningful for the customer—because that’s who we put front and center.” - Carla Hassan, Citi CMO
As CMOs, we continue to ask ourselves, “How we can create innovative experiences for customers even in a time when we are physically separated?” It’s a question Citi CMO and #innovator Carla Zakhem-Hassan has approached with a #fusion mindset. In the first in a series of interviews I’ll be conducting with fellow marketing executives about Deloitte’s Global Marketing Trends research, Carla tells us how nontraditional partnerships are helping Citi advance its mission to drive progress while increasing its brand value within and beyond the financial services industry. From its partnership with a pizza chain to feed front-line workers during the pandemic to the recent launch of Citi Ventures’ Worthi app that helps users better compete in today’s job market, Citi’s fusion mindset is helping the company break new ground and advance their digital strategy.
In our current environment, we’re seeing more and more marketers, like Carla, adopting this expansive view of digital innovation and partnerships, enabling us to collaborate with other organizations in new and unexpected ways. In fact, businesses that were slow to embrace their “digital journey,” have recently found compelling motivation as a result of the pandemic to pivot their strategies and expand their business ecosystem – a real gamechanger for Marketing.
How are you embracing #fusion in your organization?
(For more insights, tune in again for future interviews with other CMOs and for the full interview with Carla click: https://deloitte.wsj.com/cmo/2020/10/02/citi-cmo-partnerships-fuel-fusion-brand-value/)
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