WFA Global Marketers Week: My Short Notes

During? the CMO forum, Jane Wakely CMO 百事 when asked about the age-old debate of global versus local marketing strategies and which approach she thought was best, said, "One size does not fit all." and emphasized the importance of tailoring strategies to the unique needs and cultural nuances of different markets, reminding us that "culture eats strategy for breakfast." It was a powerful reminder that successful marketing requires a deep understanding of the cultural context in which it operates.

A big highlight of the conference (for me) was Day 2 with Marcel Marcondes , CMO 安海斯 - 布希英博 Marcel walked us through the AB InBev "One ABI Way of Marketing" (see picture). He then shares his own thoughts on what your marketing approach should cover: I have termed it Marcels "The 5" Masterclass.

1. People First: Marketing is all about influencing people's choices, so understanding their needs and desires is paramount. I believe that marketing solely exists to persuade people to make a decision; if you lack empathy or a desire to understand people, avoid engaging in marketing.

2. Focus: With so many options available, consumers often feel overwhelmed. Simplify their decision-making process by focusing on a clear portfolio and building brands with efficiency.

3. Create Bolder Experiences: This is not necessarily about new campaigns. We are living in an era of new experiences, with an active generation striving to live life to the fullest. He shared how ABInBev was not just building mega-brands, but also moving towards mega-platforms. My takeaway here was that it's not just about sponsorships;? Platforms need to be good for the Category, the Consumer, and the have Commercial Impact.

4. Creativity Effectively: Creativity is essential, but it must solve real consumer or business problems.

5. Drive Growth: The campaign was beautiful, the ideas are amazing, and so what? It has to deliver growth. Beautiful campaigns and amazing ideas are great, but they must deliver tangible business results.

Thank you, Marcel, you delivered a Harvard worthy masterclass in the simplest way possible.

Marcel's presentation was a perfect blend of inspiration, practical advice, and good old-fashioned salesmanship. He not only taught us the AB InBev way of marketing but also made us believe in the power of their brands.

I made up some quotes from the Dr. Marcus Collins ( Best Selling Author, Professor) session, which had me reflecting.?

"The gap between data and insights is understanding that information is not intimacy."

"You don't build community, you facilitate it."

Dr. Collins's? session reminded us that marketing is not just about data and algorithms but about building relationships and fostering communities.

And I cannot forget Mark Ritson , who's alter ego is always entertaining and insightful. With his signature wit and candour, he reminded us that, in the face of all the shiny new tech, the role of the CMO is more crucial than ever. He warned against leaving marketing to the "charlatans who think it's just about TikTok videos and SEO," and his words resonated with many in the audience. My biggest takeaway from Mark? "AI is only as good as the data you feed it, and the people who use it." "GenAI is no magic wand for marketers; it's a bloody tool, not a replacement." I also believe that, despite all the advancements in AI, human expertise and creativity are still the driving forces behind successful marketing.

The WFA Global Marketers Conference was an incredible experience. Thank you, and well done, to the WFA team and event coordinators. I met Amparo, who was such an amazing host. I look forward to connecting in the future.

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