The Marketing Society Scotland’s Post

This MARKETING-INTERACTIVE article really made me think about the value of a Global CMO today. Having worked with both Global orgs in UK/Europe as well as their APAC headquarters, I am often conflicted by the value of a global lead helping to streamline the brand and CX vs. the value of regional localisation. This quote struck me as being particularly pertinent in today’s world: “With high growth regions such as APAC where countries are far less homogenous than North America and Europe, the decentralisastion to regional marketing to help drive growth becomes the order of the day.” For this reason, I am increasingly pro the brand ownership lying with regional heads. Who else knows their markets better than those IN market? https://lnkd.in/gN_Wx4gM

In the dynamic world of marketing, brands have a crucial responsibility to harness creativity effectively. As AB InBev Global CMO Marcel Marcondes shared at Cannes Lions, building brands is akin to a marriage—an equal 50/50 partnership between clients and agencies. Trust, risk-taking and nurturing these relationships are key to delivering exceptional creative work. At AB InBev, creativity is not just for show; it has a clear mission. Through their CreativeX initiative, they train marketers worldwide to "ask for creativity" and evaluate results. Formalising this process ensures they don’t rely solely on a few talented individuals but leverage a structured approach for continuous innovation. Let's embrace creativity not just for creativity's sake but with a purpose, delivering real value and making a meaningful impact. Discover more about the mantra at AB InBev here: https://lnkd.in/eVKfUzc5

I have had the privilege of being part of the Marketing Leadership Masterclass over the course of the last 12 weeks, run brilliantly by Thomas Barta and Syl Saller CBE. For those that aren’t familiar, the virtual course covers a huge array of topics, spanning all aspects of marketing leadership from behaviours, skills, strategy with a number of hugely inspiring outside speakers from the world of FMCG and service marketing. I thought I would share my top insights below. I would love to hear your reflections on reading. 1.     Be sure of the value you are creating – either for the consumer, your customer or your company. Consider why you are working on something, what are value are you creating, how will you extract the value, is it worth your time, the investment you are making. Always be clear on the ‘value creation zone’. 2.     Zooming out, Zooming in – always be clear on the big picture problem you are trying to solve and present your case using the right level of detail / data to support. 3.     Know your audience – what type of a leader are they? Know what motivates them and adjust your style and the way you present your case accordingly. Are they more detail focused, or more emotional? What will they need to see to go with you on your journey and be convinced? 4.     Zero based Budgeting – this breeds creativity, do less with more. Prove what you need and why. 5.     Know your brand objective  - go back to the funnel – are you needing to raise awareness, considering, preference or conversion? Be focused on the objective. 6.     Bitesizing – consider your journey as smaller, bitesize steps. Consider your audience and reframe the challenge in palatable chunks that will work for them. This approach often helps mobilise energy and support internally. 7.     Start a movement internally – put yourself out there and gather support, build belief. Test and learn and prove the case enabling you to go further, unlocking the support you need. 8.     Don’t let the elephant in the room get in the way – be brave, recognise it, lean into it. 9.     A Team – be demanding on talent, hire for distinctiveness either internally and also with the partners you are working with. Face into where there is a weak link and address it. It’s only fair on them and the rest of the team too. 10.  Build trust – connect with your team, show vulnerability, and build confidence. There is no room for ego. 11.  Ruthlessly prioritise – invest your time and resources in what will build equity and deliver results. Keep doing this, reassessing. Keep focused on the value creation zone. 12.  Be clear on how you inspire others – know yourself and what your purpose is as a leader. 13.  Be Brave, aim high and be your authentic self It was hugely valuable and really thought provoking. Thankyou Thomas Barta and Syl Saller CBE, thoroughly recommend to others.

There's more sense in this brilliant piece from Jägermeister Marketing Director Christian Stindt than you'll get in 100 online marketing blogs – so grounded, so practical, so effective. I don't spend as much time in nighclubs as I used to but I can tell you exactly what Jägermeister is and what it stands for. And I like it. It's a brand that feels wholly comfortable in it's own skin. For such a weird product that's pretty much a miracle. It might have something to do with this quote from Stindt: "I go to the venues that sell our drinks, I spend time with our sales team in the field. I talk to our customers who work behind the bar. It’s amazing how quickly you get insights." Brilliant leadership. Go read! https://lnkd.in/diQDJhe5 #marketing #spiritsindustry #leadership #brandmarketing

Have we met…? 😅 Hello to my new connections and nice-to-see-you-again if we are connected for a while now. Allow me to (re-) introduce myself, and then, I'm eager to learn about you too... A little bit about me: My name is Henrike and as chances are high that you might not be able to pronounce it, I called my Business “The Marketing Unicorns” – so you can remember for sure! I've spent over a decade learning the ins and outs of Marketing at Jacobs Douwe Egberts (Coffee), Danone Nutricia (Baby Food) and a Strategic Marketing Consultancy. Following, I jumped into Marketing Leadership positions at Heartland (American FMCG scale-up) and TIP (Truck and Trailer Leasing). And now, I am working as Fractional CMO, meaning I serve multiple clients, on part-time basis. What I can do for you: ✅ Creating your Marketing strategy ✅ Guiding your Marketing & Coms activities ✅ Training you and your Team to use LinkedIn as business tool What I can not do: ❌ Sitting still and relax ❌ Using the formal German ‘Sie’ ❌ Doing the same thing repetitively ❌ Drinking bad coffee pretending I like it ❌ TikTok and X – they are just not my thing… But apart from that, I am easy to work with, I bring positivity and quite some knowledge to help you grow your business. 🚀 Now, your turn: Tell me about something you're not very good at 😉 #Business #Marketing #Management #Strategy #Human

How to transform a fast food restaurant proposition- find out below Is your marketing at the centre of your business, making things happen? For too many SMEs this just doesn't happen and the marketing efforts are a complete waste of time and money. Leadership services provide fractional directors who can create a working marketing function for you. This case study shows how one of our marketing directors worked within a fast food chain to drive their menu innovation, strengthen their supplier relationships and develop effective marketing companies. This was all done at a fraction of the cost of hiring a full-time director. https://lnkd.in/eU5aKZrV For further details on how we could do this for you- in any sector - drop me a line😁 #Leadership #LeadershipServices #Brand

“It might seem tough at first, but I’ve come to learn that you have to relax and enjoy the ride. No journey is linear where you must pass A and B, to reach C, or else you’re lost. That’s just not how it works,” says Rachel J. Lockett, Vice President of Marketing MAC Cosmetics. Read more as Lockett shares her thoughts on embracing a career pivot, building leadership skills through diverse experiences, prioritizing team development, and the importance of finding meaning in her work. #Empoweringwomen #MACCosmetics #Leadershipskills #teamdevelopment

What Does A Brand Manager Actually Do?👀 Saurabh Jain, Regional Marketing Director- South Asia for the Hygiene category at Reckitt shares the truth of what exactly a brand manager needs to do. He breaks the myths around advertising in brand management roles for every marketing aspirant out there. 👉Watch The Full Video here - https://lnkd.in/dpjKHr7C

We’re thrilled to announce that senior marketing leaders from Budweiser (Matt Che), McDonald’s (Christoffer Rönnblad), PedidosYa (Marina Prieto), Pernod-Ricard (Nthabi Motsoeneng), and Kraft Heinz (Diana Frost) have been appointed as the five jury chairs for The WARC Awards 2025. These industry titans will lead the charge in recognizing the most impactful marketing campaigns from across the world. The WARC Awards honour exceptional marketing strategies that showcase how creative thinking drives real business results. This year, our esteemed jury chairs will oversee judging across Asia Pacific, Europe, Latin America, Middle East & Africa, and North America, selecting winners across 12 categories. But that’s not all! In the second judging phase, they’ll come together as a super jury to award the highly coveted Global Grands Prix, the ultimate accolade in marketing success, chosen from the best of the regional Gold winners. John Bizzell, Awards Lead at WARC, shared: “This stellar line-up of jury chairs represent some of the biggest global and local brands. Their expertise and passion for work that delivers impact will bring to the fore campaigns that can truly move the needle of the industry forward. We are delighted and honoured to be working with them.” Download your entry pack today and enter in time for the early-bird deadline for a 50% saving. https://loom.ly/tLaMucc Let the countdown begin! #WARC #WARCAwards2025 #MarketingExcellence #GlobalJury #CreativeImpact #MarketingLeadership #BoldMindsBoldMoves

Last 30 days: ✅ 94 new page follows in the last 30 days ✅ 30% increase in impressions ✅ 10% increase in unique page visits Please follow to stay updated with more contract manufacturing news, brand updates, new releases and market intelligence