HOW TO CREATE AND FOSTER AN EFFECTIVENESS CULTURE

 

By thelaegotist / /

Members of the 2018 North American Grand Effie Jury weighed in on how their companies are building and maintaining an effectiveness culture. 

The 2018 Grand Effie Jury will select the North American Effie’s “best in show,” hours before the May 31 gala at Cipriani 42nd Street in New York.  Since 1968, the Effie Awards have honored marketing effectiveness and are presented by Effie Worldwide.   


Mary Beth West, Chief Growth Officer, The Hershey Company,  “What gets measured gets done.” 

Keith Weed, Chief Marketing & Communications Officer, Unilever. “We have been working to lead the transformation of marketing internally from understanding rapidly changing consumer behavior to radical technology shifts.   Through our 5C strategic framework we have been building competitive capabilities in Content, Connect, Commerce, Community and Consumer journeys.  We are empowering our people to take decisions where the information lies, rather than going up and down chains of command, which leads to a more nimble, agile approach with much greater engagement across the board.”

Jonny Bauer, Global Chief Strategy Officer, Droga5:  “It starts with having very strong, nice, and tough data strategy team with a prominent seat at the table. It succeeds with fostering a culture that constantly celebrates the most effective work and showcases the most innovative and creative ways of us arriving at it.” 

Alicia Hatch, Chief Marketing Officer, Deloitte:  “Mapping new workflows to data flows. Changing the way we work is unlocking tremendous effectiveness.”

Gail Heimann, President, Weber Shandwick:  “Impact” is both our endgame and our rallying cry.  Data – always evolving and thoughtfully applied – is our potent tool.”

Leslie Sims, Chief Creative Officer, North America Y&R. “We have a tool called BAV Social that links a brand’s social presence and sentiment in the short-term to long-term brand equity and perceptions, allowing us monitor impact across categories, see if our brands are moving in the right direction, and either turn up the volume or quickly optimize what we’re doing.”

Nick Law, Chief Creative Officer of Publicis Group and President, Publicis Communications (Jury Co-Chair):  “First ask why would anyone care, and then measure intelligently to prove it.”

For more information and a complete list of jurors, visit www.effie.org.

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