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7 Sep 2011
Issue # 46
| Paul Writer Marketing Booster Shot
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Yo! If you wondered what happened to this newsletter, like Jay Leno, we took a "hiatus" of two weeks. Ok, the reason why there wasn't a newsletter was because we were just so engrossed with The Futurist CMO that I felt I couldn't write about anything else. I still can't. But I promise to get it out of my system this week. The Conclave achieved its goal of bringing together over a 100 top marketers and providing them an intimate setting in which to get to know each other. The idea is to build not just a peer community, but a network of friends. Thanks to Tim Leberecht for his wonderful perspective on the event and his session on Smart Brands and Naina for her amazing photoblog which makes you feel like you're right there. I'm deeply grateful to IBM, our principal sponsor, Dell the quiz sponsor and Vdopia and Unmetric for supporting us and making this possible. And of course our speakers and participants for believing in a fledgling conference. This is a special issue featuring interviews with the 2011 inductees into the Hall of Fame. Check out the complete set of interviews at paulwriter.com/interviews, session presentations at http://paulwriter.com/futuristcmo/speakers.html and enjoy the picturesAs always, we love feedback - do let us know what you think. Happy Reading! |
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| CMO has to be the hub of the entire ecosystem of talent available - Ashutosh Tiwari EVP, Strategic Marketing Godrej Group
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|  |  Ashutosh Tiwari heads Strategic Marketing Group for Godrej and is responsible for building the value of Godrej brand and that of constituent businesses across group companies. With almost 16 years of cross functional experience across diverse consumer categories, Ashutosh spearheaded the process of consumer engagement through powerful brand activations like Godrej aerospace campaign - a spotlighting campaign for Godrej's progression credentials through the prism of its aerospace business, Godrej Khelo Jeeto Jiyo - a pioneering branded lifestyle show on mass TV, Gojiyo - an online youth platform in the form of a branded virtual world and Godrej Powerplay - a branded coalition loyalty program.
Ashutosh Tiwari believes that a CMO of the future needs to redefine his / her role on both the trajectories - business and consumer. On the business front, one needs to own up the business through the consumer lens - not just the consumer. As consumers connect with their environments ever emotively guided by cultural & life motivations, the challenge of bridging cultural and business insights would give rise to the most exciting domains of marketing thought leadership.
Click here to read the complete interview.
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| Social and behavioural analysis is becoming increasingly relevant: Abraham Alapatt, SVP-Head Brand and Corporate Communications, Future Generali
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| |  As the Head of Brand & Corporate Communication, Abraham Alapatt is responsible for overseeing the Advertising, Public Relations, Sales Support, Marketing Support, Market Research, Media Relations and the E-Business strategy for Future Generali's Life & General Insurance businesses.
Abraham sees social and behavioural analysis becoming increasingly relevant as a science with technology as the means of delivery. As smart phones and data access becomes more capable and 24x7, Abraham believes that a lot of things will become logical to market using that network- product, service, applications, or anything that delivers relevant and valuable content in line what they consume or intend to consume. Marketers will be choosing whom to target and this will be possible through analysing behavioural studies.
Click hereto read the complete interview.
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| Marketers will have to track success indicators that are linearly linked to the marketing investments - Sanjeev Kapur, Chief Marketing Officer, Citi India
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| |  As Chief Marketing Officer for Citi India, Sanjeev Kapur is responsible for driving marketing for all Citi's institutional and consumer businesses in India. In this interview with Paul Writer, Sanjeev talks about a new approach of marketing, which he calls 'surgical mass marketing'. Citi realized that using mass media channels to target affluent and emerging affluent segments of the population led to inefficient use of our resources. So, they started using surgical brand interventions through non-traditional mediums and working towards becoming the most relevant and dominant financial services brand in their life.
Sanjeev believes that a CMO needs to work harder to ensure that (s)he continues to retain as much control as possible of the levers that influence the brand's equity.
Click here to read the complete interview.
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| Business is simple and it is your job to simplify it - Shubhajit Sen, Vice President, Childhood Growth & Development, GlaxoSmithKline Consumer Healthcare India Ltd
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| |  As Vice President of Childhood Growth and Development, Shubhajit Sen leads one of GlaxoSmithKline Consumer Healthcare's three new global business verticals. Previously, he was the Executive Vice President - Marketing for the company, driving significant double digit growth across the GlaxoSmithKline portfolio.
Shubhajit played a key role in the launch of Women's Horlicks, restage of Boost, launch of Aquafresh Tooth & Tongue brush, and other award winning advertising campaigns and launches that have driven sales in market.
His new role signifies a fundamental shift in approach to marketing - from brand management to category marketing. This is what the global role and global reorganization for GSK is about; pushing marketers to think categories and think from point of view of shoppers rather than a brand outlook to life.
Click here to read the complete interview.
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| I see CMOs evolving into future CEOs - Nita Kapoor, Executive VP, Marketing & Corporate Affairs, Godfrey Phillips India Ltd
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| |  With over two and half decades of marketing and communications experience, Nita Kapoor is responsible for brand and marketing at Godfrey Phillips India across categories of tobacco and other diversifications like tea and candy. She also handles the Godfrey Phillips corporate image.
Nita believes that Indian marketers will have to balance the spoilt urban consumer, the evolution of the rural consumer and the emergence of the small town consumer; and with that brand life stages will no longer be universal or singular. There are going to be multiple brand life stages in different parts of the country, and sometimes in two neighbouring states itself. Brands will have to manage different life cycles. It will be about managing multiplicity and telling simple stories.
When asked about what she defines as the Futurist CMO, Nita expressed that CMOs are converging with the CSO, and are evolving into the future CEO. Most CMOs today are increasingly interfacing at the organisational strategy level, and harnessing the brand equity for their companies through new brand offerings and also by brand diversification.
Click hereto read the complete interview.
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| Marketing will be the fulcrum of creating new products - Lloyd Mathias, President, Corporate & Monitoring of Tata Teleservices Ltd.
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| |  Lloyd Mathias drives growth & performance for Tata Teleservices Ltd as President, Corporate & Monitoring. In his previous role as the CMO of Tata Teleservices, Lloyd led marketing, product management, device management; alliances and VAS, and was responsible for building Tata Photon into India's #1 broadband wireless service.
In this interview with Paul Writer, Lloyd shares his branding experience at Tata Tele Services and thoughts on the role of Futurist CMO. Lloyd sees marketing moving away from just being a port for selling products to being the fulcrum of creation of new products. Therefore the Futurist CMO has to be someone at the center of the organization driving the impact through new product creation, product promotion and also ensuring a unified, consistent and clear voice communicating to the consumer.
Click hereto read the complete interview.
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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