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Speaker 1: We tend to lean either too much one way or

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Speaker 1: the other. And I think what Can has done in

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Speaker 1: recent years is really brought together the creative elements, the

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Speaker 1: data and the insights, along with even interesting partners. Like

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Speaker 1: you’re seeing retail media show up in a new and

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Speaker 1: different way.

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Speaker 2: Last year, I would say AI was the word in

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Speaker 2: every single meeting. And this year, it’s very much so

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Speaker 2: about the responsibility that we have.

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Speaker 3: When you think about who.

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Speaker 2: Is here in this meeting, and Diana, you speak about

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Speaker 2: this all the time, but the responsibility that we have,

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Speaker 2: because a lot of us are the developers of what’s

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Speaker 2: going to happen with AI in the future and the

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Speaker 2: role that it will play from a marketing perspective.

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Speaker 3: So that’s come up quite a bit, day one.

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Speaker 4: Welcome to today’s episode of Brave Commerce.

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Speaker 5: I’m Rachel Tippegraph, the founder and CEO of Micmac.

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Speaker 4: I’m Sarah Hofstetter, president of Profitero, and.

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Speaker 5: This is a show that talks about what’s relevant in

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Speaker 5: e-commerce for the world’s biggest brands.

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Speaker 4: And today, we are in a star-studded podcast booth here

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Speaker 4: on the Crossette. Now, when I say star-studded, yes, John

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Speaker 4: Legend is going to be coming in right after us,

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Speaker 4: but that’s not the stars that we’re talking about today,

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Speaker 4: is it, Rach?

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Speaker 3: Absolutely not.

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Speaker 5: In fact, John was aching to be in this room

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Speaker 5: with us.

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Speaker 4: And we said, no, there are only four microphones here,

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Speaker 4: and ain’t none for John.

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Speaker 3: Mm-mm.

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Speaker 4: No, we have with us a three-peater… And a rookie.

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Speaker 4: So we’re going to start with the rookie. We’ve got

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Speaker 4: Amy Benford, the VP GM of Integrated Marketing at Colgate-Palmolive,

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Speaker 4: North America. Say that three times fast. But wait, there’s

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Speaker 4: another one. We have Diana Hausling, Senior Vice President, GM

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Speaker 4: of Consumer Experience and Growth, CMO of Colgate-Palmolive, North America,

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Speaker 4: the U.S.

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Speaker 5: And Canada.

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Speaker 4: All right. We are here today talking with Diana and

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Speaker 4: Amy because Rachel and I spent a lot of time

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Speaker 4: with Diana and Amy here last year. And so we’re

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Speaker 4: here on a recon mission to actually ask the question,

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Speaker 4: was it worth it? I mean, on the one hand,

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Speaker 4: we’re back, so the answer is a little obvious, but

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Speaker 4: we want to go into it a little bit more.

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Speaker 4: So Amy, why don’t you start us off? Like, why’d

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Speaker 4: you come back?

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Speaker 2: So I do think there’s this question, is Cannes a boondoggle?

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Speaker 2: It’s a lot of people going to a very exotic

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Speaker 2: place far away. it just happens to be by the beach.

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Speaker 2: But in reality, what happens is it attracts such talent

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Speaker 2: and authority from companies that it winds up being some

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Speaker 2: of the most fruitful conversations and experiences that you could

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Speaker 2: possibly have. So ultimately, if I look back to last

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Speaker 2: year’s trip to where we are today, if I think

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Speaker 2: about so many of the activations and just experiences that

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Speaker 2: we’ve led through this past year in support of our brands,

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Speaker 2: so many of the conversations and so much of the

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Speaker 2: work has really started at.

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Speaker 3: Cannes or it came out of a conversation at Cannes.

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Speaker 3: Give us an example.

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Speaker 1: Unpack it.

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Speaker 2: So one example, which would never happen in New York.

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Speaker 2: This is just not in reality. We were in an

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Speaker 2: iHeartMedia meeting last year with the heads of the company,

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Speaker 2: which again, doesn’t typically happen on a Tuesday in New

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Speaker 2: York City. And as we were doing that, as we’re

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Speaker 2: walking out of the meeting, Jay Shetty comes on.

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Speaker 3: Jay Shetty, who just.

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Speaker 2: Happens to be a Colgate fan. And so he showed

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Speaker 2: us his support. We had a conversation. He said, I’d

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Speaker 2: love to work with you. And so not only did

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Speaker 2: that give us some leverage and negotiation, but it also

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Speaker 2: allowed us to open up the possibility of working with him.

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Speaker 2: We talked quite a bit about Colgate Total, a brand

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Speaker 2: of ours that is really, when you think about it,

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Speaker 2: synonymous with health. You think about all of the benefits

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Speaker 2: of the product itself, and it may not be the

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Speaker 2: most natural pairing.

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Speaker 3: When you dig underneath, there.

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Speaker 2: Was a lot of similarities and a lot of opportunities

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Speaker 2: for synergy with him and his platform and all of

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Speaker 2: the work that he’s doing. So as we thought about

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Speaker 2: getting consumers to be more healthful and or healthy-minded, it

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Speaker 2: allowed us to build a partnership that we then brought

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Speaker 2: through this past year. Would that have happened in a

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Speaker 2: 30-minute rep meeting in New York City?

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Speaker 3: Probably not.

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Speaker 5: So what we learned is that Jay is a poor negotiator.

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Speaker 3: He’s actually a very good negotiator.

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Speaker 1: Or he recognizes awesome brands when he sees them. Absolutely.

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Speaker 1: So that was serendipity. That wasn’t a planned iHeart meeting.

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Speaker 2: But you have so many examples of that throughout the week, right?

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Speaker 2: Like you walk, you bump into so many people that

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Speaker 2: you either have worked with at one point in your

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Speaker 2: life or will work with very soon. And you wind

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Speaker 2: up having ad hoc meetings. It’s the same thing as

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Speaker 2: like a hallway at a company, but you’re doing it

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Speaker 2: with some of the most powerful people at so many

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Speaker 2: other companies.

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Speaker 3: It opens it up to so much more.

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Speaker 5: So here you are, you have this incredible experience last

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Speaker 5: year at Cannes and your CFO is looking at the

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Speaker 5: travel budget, everything that’s going on within the organization. How

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Speaker 5: do you build a business case internally that going to

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Speaker 5: Cannes is something that brand marketers should be doing?

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Speaker 1: I think you really have to understand and be clear

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Speaker 1: on what you’re trying to get out of Cannes. I

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Speaker 1: think for a lot of folks in a lot of

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Speaker 1: companies who aren’t as familiar with the Cannes Line experience,

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Speaker 1: it’s just the creative part. If it was just about

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Speaker 1: the creative elements, there’s an opportunity to bring that canned

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Speaker 1: experience to your company in a lot of different interesting ways.

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Speaker 1: But I think what Amy is really tapping into is

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Speaker 1: the intersection of media, tech, celebrity, brands, plus partners, all

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Speaker 1: converging in an environment that it shifts the conversation from

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Speaker 1: being a transactional conversation to one that’s really about what

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Speaker 1: is the art of the possible? What could we do?

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Speaker 1: And I think the element that the creativity brings is

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Speaker 1: really like, let’s just shatter the status quo, break what

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Speaker 1: we have, and figure out ways to do really cool things.

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Speaker 1: The setting does help, I do think, because you’re removing

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Speaker 1: people from wherever the environment is where you’re traditionally just

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Speaker 1: interacting and exchanging, and you’re bringing them into an element

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Speaker 1: where you really are thinking about what could it be.

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Speaker 1: I think the other cool component is some of the

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Speaker 1: great minds that are here. at Colgate-Palmolive, our 218-year-old organization

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Speaker 1: that’s really founded and based in science and efficacy of

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Speaker 1: our brands. We are a global company. We’re the number

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Speaker 1: one brand in the planet. Not a low-key brag, a

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Speaker 1: hardcore brag. And because of that, we have really strong

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Speaker 1: talent and a lot of internal interactions and connections. So

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Speaker 1: we have Hills Pet, we have CP Skin Health, which

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Speaker 1: is like Felorga, and Alt-MD, plus Colgate. So within our

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Speaker 1: own organization, we’re exchanging ideas globally and around the world.

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Speaker 1: And I think what’s cool about coming to a place

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Speaker 1: like this is you can start to bring that outside

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Speaker 1: in into your organization. So along with a lot of

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Speaker 1: the partnerships and campaigns, we’ve also pulled through a lot

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Speaker 1: of great minds. So there’s a lot of cool brands

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Speaker 1: that are doing awesome things that then came in to

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Speaker 1: do talks, sessions, engagements with our marketers to really create experiences.

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Speaker 1: We had a recent outside in session that featured the

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Speaker 1: former CMO of Pepsi and U.S., Todd Kaplan. We had

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Speaker 1: Stephen Wolfe from Univision. We had Marcus Collins, who’s here

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Speaker 1: doing an awesome talk as well, too. Really talked to

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Speaker 1: the teams about culture and tribes. So we were able

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Speaker 1: to bring a lot of that cool thinking back home

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Speaker 1: with us. And to cultivate that in an environment in

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Speaker 1: New York would have taken, somebody really would have to

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Speaker 1: make that a part of their day job. You can

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Speaker 1: get that experience with just being here over the week. Yeah.

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Speaker 4: Let’s talk a little bit about your specific role in

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Speaker 4: North America.

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Speaker 1: Yes.

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Speaker 4: So one of the things that I’ve always found enjoyable

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Speaker 4: about Cannes is learning about the work that happens in

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Speaker 4: other markets. I had gotten a lot of inspiration in

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Speaker 4: prior years just walking through that basement hall of the

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Speaker 4: Palais and seeing work from markets maybe that don’t have

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Speaker 4: as much budget as others and the ingenuity that ends

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Speaker 4: up happening. Amy, you talked about total, but there are

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Speaker 4: always going to be those brands that don’t get the

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Speaker 4: kind of support and love. How do you take the

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Speaker 4: learnings that you might be seeing from either markets that

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Speaker 4: have smaller budgets or markets that have different technological opportunities

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Speaker 4: and bring that into your thinking as a result as

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Speaker 4: you apply it to North America?

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Speaker 1: I think that’s an awesome point because I think depending

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Speaker 1: on where you are and what type of organization you

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Speaker 1: are in, you get into this. It’s like if you’re

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Speaker 1: somebody who drives home and you drive home regularly, you

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Speaker 1: can sometimes get in a car and then just start

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Speaker 1: and you get on that road and your mind just

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Speaker 1: drives you home automatically. And you’re not even really thinking

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Speaker 1: about what you’re doing. It’s just kind of like a routine.

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Speaker 1: I do think being able to see how other people

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Speaker 1: are executing, but leveraging insights and tapping into the human

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Speaker 1: element and bringing that to life and bringing it to

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Speaker 1: an organization really sparks the interesting and new thinking. It’s

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Speaker 1: really important for us to do that, especially with our

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Speaker 1: agency partners, because you get to a mindset of, you

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Speaker 1: know what, Diana likes to see X, Y, and Z.

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Speaker 1: If we put this in it, she’s going to say no.

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Speaker 1: You start to learn your partners and you don’t realize it,

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Speaker 1: but your bias to what they will say yes to

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Speaker 1: comes into play. And this starts to really not only

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Speaker 1: challenge the agency to think differently, but it also challenges

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Speaker 1: us as clients to be more open and to what

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Speaker 1: could be and not put limitations on our brands. Just

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Speaker 1: like humans, when you understand the core elements, the brand promise,

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Speaker 1: the brand truth, what your brand stands for, sometimes you

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Speaker 1: can put your brand in a box and not really

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Speaker 1: think about how you can connect and be relevant. Oftentimes,

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Speaker 1: especially for brands, and this is not just for the

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Speaker 1: entrepreneurial brands because I think that’s a myth. I think

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Speaker 1: this is for all brands. You find there’s an interesting

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Speaker 1: approach in how they connect with the human element. And

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Speaker 1: when you are able to tap into that and also

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Speaker 1: kind of break your teams from just saying, okay, well,

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Speaker 1: the MMM said we do this, so this is what

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Speaker 1: we do all day. You really are able to unlock

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Speaker 1: work and potential that could elevate your brand, but build

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Speaker 1: longer lasting connections with consumers.

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Speaker 2: We know our products, we know our consumers, maybe not

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Speaker 2: in that order, but we know both very, very well.

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Speaker 2: But what you don’t always know or what we don’t

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Speaker 2: always know is where the next great creative idea is

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Speaker 2: going to come from. And when you walk the Palais,

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Speaker 2: especially with your creative team, it’s almost like an exercise

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Speaker 2: in creativity because you are just challenged constantly to think

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Speaker 2: differently about things. And if I look back even to

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Speaker 2: last year, we left Cannes last year with a myriad

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Speaker 2: of creative concepts and ideas that And one came through

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Speaker 2: this past year with Superpower, the Superpower campaign that we

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Speaker 2: had for Colgate overall. But I think in general, the

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Speaker 2: ideas are going to come as you think and you

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Speaker 2: hear of these like incredibly creative ideas and concepts that

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Speaker 2: work tremendously well.

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Speaker 3: Across the globe.

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Speaker 5: What was the Superhero campaign?

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Speaker 2: So the Superpower campaign was a campaign developed and the

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Speaker 2: root of it is really around, I want to say

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Speaker 2: young audiences, but it’s all audiences. If you have a

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Speaker 2: gap in your smile or you have some sort of imperfection,

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Speaker 2: In the past, you look at any sort of ads

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Speaker 2: in our category for the most part, and they are,

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Speaker 2: I mean, what we have deemed perfect smiles. They’re bright

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Speaker 2: white and they are perfectly straight teeth. And what we’ve

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Speaker 2: realized is that we talk about body inclusivity and all

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Speaker 2: of these other elements, but what we weren’t bringing to

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Speaker 2: light was really there’s diversity of smiles as well. And

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Speaker 2: really embracing that, allowing consumers to really think through and

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Speaker 2: be proud of their smiles. We wanted to be able

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Speaker 2: to promote that in a much stronger way. And so

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Speaker 2: we put a message out there to do just that.

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Speaker 2: But then we also got behind it from a campaign perspective.

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Speaker 2: So we promised, we made a commitment, a very public commitment,

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Speaker 2: that we would include all types of smiles.

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Speaker 3: In our ads moving forward. And so now it’s lasted.

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Speaker 2: If you look at our new whitening ads, they’re all

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Speaker 2: different types of smiles included. And that’s very intentional because

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Speaker 2: we want that inclusivity to be spread.

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Speaker 6: Mm-hmm.

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Speaker 1: Yeah, if you haven’t tried our Optic White, try it.

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Speaker 1: It’s fantastic. And check out the ads as well.

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Speaker 5: I use it all throughout planning for my wedding.

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Speaker 4: Oh, good. Not only that, I got it in all

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Speaker 4: different sizes. So I’ve got mine in my Airbnb.

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Speaker 1: So we appreciate you.

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Speaker 5: Because you’re going to hand them out to different types

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Speaker 5: of mouths?

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Speaker 4: No, because I have a different kind of smile, Rachel.

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Speaker 6: Okay, okay.

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Speaker 4: And I know I’ve become a convert to optic white,

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Speaker 4: both the toothpaste and the whole system with the pen. Yeah,

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Speaker 4: I got the whole thing going on here. I want

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Speaker 4: to go back to what you were talking about, just

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Speaker 4: walking the Palais and then coming out of it. Yes.

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Speaker 4: I once had a discussion with a client who could

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Speaker 4: not see the value of going to Canon. I talked

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Speaker 4: about going throughout the Pele and actually seeing the work

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Speaker 4: and deconstructing it. And well, all of that stuff will

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Speaker 4: be made available afterwards. I’m like, yeah, who’s taking all

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Speaker 4: that time?

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Speaker 1: I have a great example of it. If you haven’t

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Speaker 1: had the CMO of Ikea on, you should, because what

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Speaker 1: I liken it to is, is really what Ikea does

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Speaker 1: really well. If anyone has taken a trip to Ikea,

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Speaker 1: I’m from Jersey, so exit 13A. If you go to,

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Speaker 1: I’m in exit four, if anybody’s wondering. But if you

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Speaker 1: go to Ikea, the experience is you walk in and

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Speaker 1: you kind of walk through and it’s like Epcot or

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Speaker 1: Disneyland for adults. You can’t really get out without walking

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Speaker 1: through everything. But initially when you go to a store

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Speaker 1: like that, you’re kind of thinking in your mind, I

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Speaker 1: need X, Y, and Z. And in the experience that

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Speaker 1: they create, and they create these lifestyles and these rooms,

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Speaker 1: and it really opens you up to like, I could

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Speaker 1: be a human that has the perfectly organized pantry. I

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Speaker 1: could be this person and I could see myself in

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Speaker 1: this space and in this room. And that really is

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Speaker 1: what Cannes creates too in the experience. When you walk

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Speaker 1: the Palais, you start to see Not only do you

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Speaker 1: get inspired, but I really think it creates the rooms

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Speaker 1: where you can start to see your brand in. Like,

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Speaker 1: can my brand live into this space? No, not this,

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Speaker 1: but what if we brought in this element? You know,

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Speaker 1: oh my goodness, I actually am a person that needs

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Speaker 1: a floating tree wall. What’s your floating plant tree wall,

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Speaker 1: whatever it is? What does that look like for you

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Speaker 1: as a brand? And how do you start to get

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Speaker 1: your marketers to not lose sight of the data and

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Speaker 1: the insights, but also develop a gut? and really balance

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Speaker 1: that art and science. And I do think we tend

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Speaker 1: to lean either too much one way or the other.

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Speaker 1: And I think what can has done in recent years

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Speaker 1: is really brought together the creative elements, the data and

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Speaker 1: the insights, along with even interesting partners. Like you’re seeing

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Speaker 1: retail media show up in a new and different way.

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Speaker 1: Last year, we saw them show up mostly by themselves.

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Speaker 1: Now you’re seeing them really show up with media partners

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Speaker 1: like Disney, or any streaming partner. And it’s a really

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Speaker 1: different experience. So it’s not just all these siloed units.

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Speaker 1: It’s really helping you pull that full storytelling experience together.

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Speaker 5: Let’s double click on that since we are on Brave Commerce.

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Speaker 5: I’ve been going to Cannes since 2015. And for a

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Speaker 5: long time, there wasn’t one retailer here. Now all the

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Speaker 5: big players have a presence here. What does that signal

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Speaker 5: for the industry?

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Speaker 3: And look at Amazon’s presence. It’s crazy. It’s bigger than.

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Speaker 5: Google, I think.

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Speaker 1: It’s large. Not only is it large, but it has

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Speaker 1: a big draw. So if you go into the space,

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Speaker 1: the other thing you start to pay attention to, and

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Speaker 1: I’m a big believer in this, especially as I coach

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Speaker 1: and mentor people, especially people of color and underrepresented groups,

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Speaker 1: paying attention to who’s in the space, who they’re talking to,

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Speaker 1: Who actually has access to spaces is really important as

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Speaker 1: you think about where you need to show up and

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Speaker 1: where your brand needs to show up. And if you

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Speaker 1: go into the Amazon space and you see the agency

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Speaker 1: partners that are in there, it’s not just the digital

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Speaker 1: commerce teams. There’s a cross section of the major media

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Speaker 1: players that are in those spaces and showing up for events.

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Speaker 1: And they’re having these conversations and dialogues. I think the

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Speaker 1: other part that you’re seeing is this shift away from

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Speaker 1: just talking about retail media as lower funnel. A lot

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Speaker 1: of folks make the statement, let’s take the retail out

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Speaker 1: of retail media. I disagree with that because I think

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Speaker 1: retail media is different from national traditional media. And different

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Speaker 1: is not bad. My existence proves that.

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Speaker 6: Mm-hmm.

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Speaker 1: They have the ability to really be able to allow

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Speaker 1: you to get to consumers in a different way, but

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Speaker 1: also measure it through traceable tenure, which we don’t have

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Speaker 1: in other elements. And it’s not a question of either or.

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Speaker 1: It’s really about how you create that full funnel experience

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Speaker 1: and what’s the job to be done and what you’re

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Speaker 1: trying to accomplish and what are the KPIs that allow

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Speaker 1: you to measure against that. I see this in more

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Speaker 1: of the conversations and dialogues where the retail media partners

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Speaker 1: are really starting to understand and command their space and

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Speaker 1: take up space in conversations that they should be a

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Speaker 1: part of, but they were told, you know what? This

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Speaker 1: isn’t for you, little brother, little sister. Why don’t you

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Speaker 1: go wait over there where the big kids are going

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Speaker 1: on this trip? And I do think there’s an opportunity

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Speaker 1: for us as an industry to really shatter the old

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Speaker 1: constructs that are really holding us hostage. If you think

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Speaker 1: about marketing as a whole. It hasn’t evolved that much

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Speaker 1: over time. You know, I work in an office that

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Speaker 1: sits on 300 Park Avenue. When I started, I watched

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Speaker 1: Mad Men. Because I was like, you know, now I’m

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Speaker 1: working in New York. This is, you know, really I’m

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Speaker 1: going to get the full experience. But I was shocked

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Speaker 1: at how many similarities they are, which wasn’t a great time.

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Speaker 5: That office building, you’re right.

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Speaker 1: Wasn’t a great time.

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Speaker 5: You didn’t even come downtown.

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Speaker 1: Yes, I know. But wasn’t a great time for my

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Speaker 1: people or yours. All of yours.

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Speaker 4: Okay.

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Speaker 1: So we really need to start to think about what

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Speaker 1: does this industry need to be now so we can

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Speaker 1: do the best work? And there’s a lot of people

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Speaker 1: holding on to the past, so and clinging to it

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Speaker 1: so tightly. And I think as this new emerging, and

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Speaker 1: this is not an age thing, I’m talking about the

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Speaker 1: generation of people who see the future and the potential

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Speaker 1: and the complexity of the media environment we live in

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Speaker 1: now and the creative elements with so many different images

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Speaker 1: and opportunities and the demands that Gen Alpha wants from

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Speaker 1: a creative element. I think there’s an opportunity for us

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Speaker 1: to really reshape how we approach the space.

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Speaker 5: So we’re only in day one of Cannes, but what

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Speaker 5: buzzwords have you heard in day one?

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Speaker 4: Which of them do you actually want to hear more about?

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Speaker 1: Sports.

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Speaker 3: And women’s sports.

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Speaker 1: Sports, women in sports, AI, but everybody’s talking about AI.

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Speaker 1: When people aren’t sure what to talk about, they just

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Speaker 1: throw AI in the title of something. You know how

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Speaker 1: they got that idea. Innovative. AI.

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Speaker 3: Yeah, AI.

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Speaker 1: Sports has been a huge one. Innovation, but not just

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Speaker 1: product innovation, but really innovation in a new and different way. Purpose. Purpose,

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Speaker 1: to me, is something that I think a lot of

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Speaker 1: folks want but don’t truly understand how to connect with

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Speaker 1: their brand. What about you, Amy?

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Speaker 3: It’s definitely the innovation.

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Speaker 2: AI, of course, because that’s what everyone loves to talk about.

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Speaker 2: But I think what’s important is the context that we

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Speaker 2: talk about.

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Speaker 1: AI.

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Speaker 6: AI.

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Speaker 2: Last year, I would say AI was the word in

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Speaker 2: every single meeting. And this year, it’s very much so

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Speaker 2: about the responsibility that we have. When you think about

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Speaker 2: who is here in this meeting, and Diana, you speak

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Speaker 2: about this all the time, but the responsibility that we have,

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Speaker 2: because a lot of us are the developers of what’s

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Speaker 2: going to happen with AI in the future and the

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Speaker 2: role that it will play from a marketing perspective. So

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Speaker 2: that’s come up quite a bit, day one.

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Speaker 4: As you think about year three in CAN as a

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Speaker 4: dynamic duo that the two of you are, Who do

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Speaker 4: you wish would come from your organization? Who do you

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Speaker 4: want to show this experience off to?

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Speaker 1: I’ll let you go first, and then I’ll try. You

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Speaker 1: have your wish list.

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Speaker 2: I have my wish list. So when you when you

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Speaker 2: look at my team, it’s a group of SMEs. They

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Speaker 2: are subject matter experts who have gone really deep in

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Speaker 2: a specialty within the industry, whether it be social or

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Speaker 2: PR or media or creative, and we’re not sending them.

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Speaker 3: Hmm.

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Speaker 2: We’re sending a lot of brand marketers. And I don’t

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Speaker 2: mean we just at Colgate, but I think in general,

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Speaker 2: you know, a lot of very senior level execs get sent.

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Speaker 2: And I think it’s a great thing. But you’re also

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Speaker 2: forgetting some of the people who really do the work

425
00:20:12,490 –> 00:20:15,490
Speaker 2: every day. And we talk about being inspired walking the Palais.

426
00:20:15,850 –> 00:20:17,350
Speaker 2: I would love for some of the creative team to

427
00:20:17,369 –> 00:20:20,129
Speaker 2: be able to walk the Palais and understand where they

428
00:20:20,150 –> 00:20:22,270
Speaker 2: could go next and have that vision and see that.

429
00:20:22,820 –> 00:20:25,520
Speaker 2: I understand it’s available later, but when you look at

430
00:20:25,820 –> 00:20:27,939
Speaker 2: audiences who don’t go past the first page of Google,

431
00:20:28,020 –> 00:20:30,120
Speaker 2: I can’t imagine they’re going to sit through and read

432
00:20:30,380 –> 00:20:33,680
Speaker 2: every single business case. So I think it’s really opening

433
00:20:33,700 –> 00:20:36,939
Speaker 2: it up to the people who do the work as well.

434
00:20:36,960 –> 00:20:38,840
Speaker 2: I think there’s only opportunity there.

435
00:20:39,080 –> 00:20:42,310
Speaker 1: Yeah, I mean, as the person who’s responsible for the budget.

436
00:20:42,190 –> 00:20:42,460
Speaker 6: In the P & L.

437
00:20:44,109 –> 00:20:45,070
Speaker 3: She’s going to say no.

438
00:20:45,450 –> 00:20:48,090
Speaker 1: I’m sorry. I think for this experience and for the cost,

439
00:20:48,150 –> 00:20:50,889
Speaker 1: you really have to think about the ROI and what

440
00:20:50,910 –> 00:20:53,570
Speaker 1: you’re trying to accomplish. That said, it really does depend

441
00:20:53,630 –> 00:20:56,230
Speaker 1: on where your organization is and what you’re trying to accomplish.

442
00:20:56,690 –> 00:20:59,119
Speaker 1: I think for us, there’s an opportunity to have the

443
00:20:59,380 –> 00:21:01,619
Speaker 1: right conversations at the right level with the right people.

444
00:21:01,980 –> 00:21:04,260
Speaker 1: Let’s be honest, junior folks on your teams aren’t going

445
00:21:04,280 –> 00:21:07,300
Speaker 1: to get asked to have those conversations, nor do they

446
00:21:07,340 –> 00:21:09,480
Speaker 1: have the ability to say yes in the room, in

447
00:21:09,500 –> 00:21:11,720
Speaker 1: the moment, in the time to make it worth their while.

448
00:21:11,780 –> 00:21:14,200
Speaker 1: If you’re not The person that can write the check

449
00:21:14,619 –> 00:21:16,820
Speaker 1: and can actually say yes. Oof, just dated myself with

450
00:21:16,840 –> 00:21:18,500
Speaker 1: that one. I don’t even have a checkbook. But if

451
00:21:18,520 –> 00:21:21,030
Speaker 1: you’re not the person in the room that can actually

452
00:21:21,640 –> 00:21:24,070
Speaker 1: close the deal in the room, you’re not going to

453
00:21:24,090 –> 00:21:26,590
Speaker 1: get as much out of this space. But for the

454
00:21:26,650 –> 00:21:29,230
Speaker 1: young lions, I do think there’s an opportunity for them

455
00:21:29,270 –> 00:21:32,990
Speaker 1: to get inspired. And that should be your highest potential talent.

456
00:21:33,450 –> 00:21:36,530
Speaker 1: And they should get the experience, rotate through, really inspire them.

457
00:21:37,150 –> 00:21:39,470
Speaker 1: I think for the senior folks, the right folks in

458
00:21:39,490 –> 00:21:42,990
Speaker 1: the room, accompanied with some subject matter experts if they

459
00:21:43,090 –> 00:21:45,680
Speaker 1: are not one. Because sometimes you send a senior person,

460
00:21:46,119 –> 00:21:48,580
Speaker 1: and no offense to senior people, but if you got there,

461
00:21:48,920 –> 00:21:51,540
Speaker 1: hopefully you know that you are not the smartest person

462
00:21:51,580 –> 00:21:54,360
Speaker 1: in the room. And if you are, then ooh, that

463
00:21:54,400 –> 00:21:58,609
Speaker 1: room sucks. So I think it’s really important that you

464
00:21:58,810 –> 00:22:01,070
Speaker 1: are prepared to be able to make the right deal

465
00:22:01,109 –> 00:22:03,050
Speaker 1: that when you come back, the team isn’t like, why

466
00:22:03,090 –> 00:22:06,460
Speaker 1: did you do that? Like, now we’re fucked. So I

467
00:22:06,500 –> 00:22:08,699
Speaker 1: think you really have to think about where you are

468
00:22:08,720 –> 00:22:10,980
Speaker 1: as an organization, what the knowledge base of the folks

469
00:22:11,020 –> 00:22:13,270
Speaker 1: on your team, and what you’re trying to accomplish. I

470
00:22:13,310 –> 00:22:16,850
Speaker 1: think the second piece is KansLine is an awesome experience,

471
00:22:16,930 –> 00:22:19,650
Speaker 1: but there are so many other cool experiences. I know

472
00:22:19,930 –> 00:22:21,770
Speaker 1: all of us in this room attend a lot of them.

473
00:22:22,150 –> 00:22:25,400
Speaker 1: I think mapping out for your teams how you develop,

474
00:22:25,460 –> 00:22:27,820
Speaker 1: how you get there, and what it takes, and what

475
00:22:27,859 –> 00:22:30,699
Speaker 1: is something like a possible, or a grocery shop, or

476
00:22:30,720 –> 00:22:33,830
Speaker 1: a shop talk, or ANA? How do all of these

477
00:22:33,869 –> 00:22:37,430
Speaker 1: things play to really round out your experience and then

478
00:22:37,470 –> 00:22:40,430
Speaker 1: partnering with folks to bring that experience to your offices?

479
00:22:40,470 –> 00:22:42,140
Speaker 1: There’s a way to do it in a really cool

480
00:22:42,160 –> 00:22:45,300
Speaker 1: way that is inspiring and not just for a moment

481
00:22:45,340 –> 00:22:46,640
Speaker 1: in time, but throughout the year.

482
00:22:46,660 –> 00:22:48,119
Speaker 5: Yeah, I think it’s a great call to action.

483
00:22:48,280 –> 00:22:50,440
Speaker 4: The point about throughout the year, I think, is super

484
00:22:50,460 –> 00:22:53,310
Speaker 4: duper important. I think sometimes You go to these events

485
00:22:53,470 –> 00:22:56,230
Speaker 4: and there’s a so what now what call to action.

486
00:22:56,730 –> 00:23:00,310
Speaker 4: And by July 31st, the tan fades and you’re on

487
00:23:00,330 –> 00:23:00,850
Speaker 4: to the next thing.

488
00:23:00,869 –> 00:23:01,590
Speaker 1: My tan never fades.

489
00:23:01,790 –> 00:23:03,550
Speaker 4: No kidding.

490
00:23:03,850 –> 00:23:04,730
Speaker 5: No kidding.

491
00:23:04,760 –> 00:23:07,140
Speaker 1: But Sarah, you have a great way that you end

492
00:23:07,200 –> 00:23:09,700
Speaker 1: meetings that I think should be how people end most

493
00:23:09,740 –> 00:23:11,580
Speaker 1: of these things, where you ask the team.

494
00:23:11,840 –> 00:23:12,640
Speaker 3: Who will do it by when.

495
00:23:12,660 –> 00:23:15,160
Speaker 1: That’s right. We weren’t asked to do this, but whenever

496
00:23:15,200 –> 00:23:17,960
Speaker 1: we come to a space like this, I always pull together…

497
00:23:18,410 –> 00:23:19,889
Speaker 1: What are the meetings? What was the value I had

498
00:23:19,910 –> 00:23:22,150
Speaker 1: of the meetings? What do I wish I had done?

499
00:23:22,470 –> 00:23:24,270
Speaker 1: And then I have FOMO. So like who got a

500
00:23:24,310 –> 00:23:25,909
Speaker 1: meeting that I didn’t do? Because like, you know, my

501
00:23:25,970 –> 00:23:28,070
Speaker 1: friends are here. You got a meeting with that person.

502
00:23:28,109 –> 00:23:30,100
Speaker 1: You’re getting this. I need to up my game next time.

503
00:23:30,130 –> 00:23:33,200
Speaker 1: So really mapping that out, but also sharing that back

504
00:23:33,240 –> 00:23:36,060
Speaker 1: with leadership. So I put these things into my budget,

505
00:23:36,100 –> 00:23:39,979
Speaker 1: my strat plan presentations and really talk about here’s what’s working.

506
00:23:40,020 –> 00:23:41,940
Speaker 1: Here’s what’s not. Here’s what we got from it. Here’s

507
00:23:41,960 –> 00:23:43,990
Speaker 1: what I’m hoping to get out next year. And I’m

508
00:23:44,030 –> 00:23:46,189
Speaker 1: very transparent about it. And, you know, but you have

509
00:23:46,210 –> 00:23:47,320
Speaker 1: to understand where your company is.

510
00:23:47,880 –> 00:23:49,340
Speaker 2: No, I was going to say you talk about like

511
00:23:49,740 –> 00:23:52,360
Speaker 2: a beautiful constraint and making the most of every single

512
00:23:52,400 –> 00:23:53,020
Speaker 2: dollar you have.

513
00:23:53,060 –> 00:23:56,139
Speaker 3: I mean, it’s not nothing to come to can. It’s

514
00:23:56,180 –> 00:23:56,800
Speaker 3: a big commitment.

515
00:23:56,840 –> 00:23:58,200
Speaker 2: And so I think there’s a little bit of a

516
00:23:58,220 –> 00:24:00,500
Speaker 2: pressure that you put on yourself when you’re here to

517
00:24:00,600 –> 00:24:02,900
Speaker 2: make the most out of every dollar to really get

518
00:24:02,920 –> 00:24:05,790
Speaker 2: that back. So that isn’t a it’s going to be

519
00:24:05,810 –> 00:24:07,379
Speaker 2: a moment in time. And then a month from now,

520
00:24:07,400 –> 00:24:07,730
Speaker 2: we’re going.

521
00:24:07,660 –> 00:24:08,359
Speaker 1: To forget about it.

522
00:24:08,440 –> 00:24:10,790
Speaker 2: You work very hard throughout the year to ensure that

523
00:24:10,910 –> 00:24:11,470
Speaker 2: it delivers.

524
00:24:12,050 –> 00:24:16,250
Speaker 5: So two final questions for you guys. Can 2024, what’s

525
00:24:16,490 –> 00:24:18,209
Speaker 5: one thing that each of you are hoping to get

526
00:24:18,270 –> 00:24:20,530
Speaker 5: out of this? And then we’ll go to our famous

527
00:24:20,550 –> 00:24:21,070
Speaker 5: last question.

528
00:24:21,270 –> 00:24:22,790
Speaker 4: But we’re only asking Amy this time.

529
00:24:23,050 –> 00:24:27,100
Speaker 1: Yes. Oh, thank you. I’m running out of stuff. Like,

530
00:24:27,320 –> 00:24:28,360
Speaker 1: I’m just not that brave.

531
00:24:29,540 –> 00:24:31,379
Speaker 4: I think your first two were pretty darn good, but

532
00:24:31,560 –> 00:24:33,100
Speaker 4: we’re going to give you a break this time.

533
00:24:33,119 –> 00:24:33,400
Speaker 1: Thank you.

534
00:24:33,460 –> 00:24:34,639
Speaker 4: But let’s go to the first question.

535
00:24:35,280 –> 00:24:37,879
Speaker 5: So one thing you want to get out of Can 2024. Yeah.

536
00:24:38,240 –> 00:24:40,960
Speaker 2: So when I think back to last year, so much

537
00:24:41,040 –> 00:24:42,879
Speaker 2: came out of it. And so similar to what I

538
00:24:42,880 –> 00:24:45,680
Speaker 2: was just saying about the ROI. I truly want to

539
00:24:45,720 –> 00:24:49,149
Speaker 2: get activations that work really well for our business out

540
00:24:49,170 –> 00:24:51,630
Speaker 2: of this week. And so I will not leave this

541
00:24:51,670 –> 00:24:56,150
Speaker 2: week without either promises or agreements, knowing that I’m going

542
00:24:56,190 –> 00:24:58,969
Speaker 2: to do something about the meetings that we’re having and

543
00:24:58,990 –> 00:25:01,060
Speaker 2: the conversations that we’re having to make it work for

544
00:25:01,119 –> 00:25:01,600
Speaker 2: the business.

545
00:25:02,080 –> 00:25:02,980
Speaker 3: I’m hoping to leave a list.

546
00:25:03,619 –> 00:25:06,040
Speaker 1: I think that’s twofold for me. One is access. I

547
00:25:06,060 –> 00:25:09,359
Speaker 1: think the cool thing about these conversations is it’s really

548
00:25:09,440 –> 00:25:13,869
Speaker 1: not about hey, Mrs. Marketer, here’s our packages. You can

549
00:25:13,970 –> 00:25:16,290
Speaker 1: choose package A, B, and C. It really is that

550
00:25:16,350 –> 00:25:19,330
Speaker 1: co-creation and really talking about the potential. So I’m hoping

551
00:25:19,650 –> 00:25:22,369
Speaker 1: that we get a lot more of those serendipitous moments

552
00:25:22,410 –> 00:25:25,240
Speaker 1: where we do that. Can’t share all our secret sauce here,

553
00:25:25,300 –> 00:25:26,979
Speaker 1: but there’s a lot of cool things that we’ve been

554
00:25:27,000 –> 00:25:29,740
Speaker 1: able to pull from last year that I want to

555
00:25:29,760 –> 00:25:32,180
Speaker 1: just build upon. But I think for me, and this

556
00:25:32,260 –> 00:25:35,100
Speaker 1: is my soapbox, I just think it’s so critical for

557
00:25:35,180 –> 00:25:37,810
Speaker 1: us as an industry. You know, we can’t just talk

558
00:25:37,869 –> 00:25:41,139
Speaker 1: about AI. We have to shape mold and be the

559
00:25:41,300 –> 00:25:43,939
Speaker 1: architects of the future of it for our industry. And

560
00:25:43,980 –> 00:25:47,590
Speaker 1: that means making sure underrepresented groups are a part of

561
00:25:47,609 –> 00:25:51,209
Speaker 1: that conversation so it really reflects the society that we

562
00:25:51,250 –> 00:25:54,430
Speaker 1: live in. It means thinking about things like what does

563
00:25:54,490 –> 00:25:57,040
Speaker 1: it mean to be a creative? What is the power

564
00:25:57,080 –> 00:26:00,580
Speaker 1: that you wield when you start to leverage AI with talent?

565
00:26:01,060 –> 00:26:03,419
Speaker 1: And what does that look like? And how do we

566
00:26:03,480 –> 00:26:05,859
Speaker 1: as an industry want to make sure that we’re not

567
00:26:05,880 –> 00:26:08,080
Speaker 1: just waiting for somebody else to tell us what it is,

568
00:26:08,119 –> 00:26:12,150
Speaker 1: that we’re actually driving, shaping that conversation and making sure

569
00:26:12,470 –> 00:26:15,860
Speaker 1: that everyone has the same amount of access. I do

570
00:26:15,890 –> 00:26:18,960
Speaker 1: think we mixed the mark with the internet and really

571
00:26:19,000 –> 00:26:22,200
Speaker 1: allowed the few to really define what that looked like

572
00:26:22,260 –> 00:26:24,720
Speaker 1: for us and we’re paying the price of that. I

573
00:26:24,740 –> 00:26:27,250
Speaker 1: think there was a missed opportunity for us with social

574
00:26:27,290 –> 00:26:30,530
Speaker 1: as well and we’re at a Interesting point where AI,

575
00:26:30,550 –> 00:26:32,429
Speaker 1: where it’s not just about the cool stuff and the

576
00:26:32,490 –> 00:26:35,169
Speaker 1: robots and all of that. It’s really around who we

577
00:26:35,190 –> 00:26:36,409
Speaker 1: want to be as humans, what we want to be

578
00:26:36,450 –> 00:26:38,580
Speaker 1: as a society, and how we want to make sure

579
00:26:38,859 –> 00:26:40,440
Speaker 1: that we’re all represented in that space.

580
00:26:40,720 –> 00:26:42,500
Speaker 5: So open AI, if there’s a meeting at Cannes, you

581
00:26:42,520 –> 00:26:43,260
Speaker 5: better invite Diana.

582
00:26:43,280 –> 00:26:43,960
Speaker 3: That’s right.

583
00:26:44,740 –> 00:26:47,280
Speaker 5: So Amy, Diana gets a pass because she’s been asked

584
00:26:47,300 –> 00:26:48,720
Speaker 5: this far too many times.

585
00:26:48,880 –> 00:26:49,780
Speaker 3: She has good answers, too.

586
00:26:50,340 –> 00:26:51,900
Speaker 5: What’s the bravest thing you’ve ever done?

587
00:26:53,600 –> 00:26:55,760
Speaker 2: This may not be the most traditional, but I would

588
00:26:55,800 –> 00:26:59,450
Speaker 2: say I do the work. So I think very often

589
00:26:59,510 –> 00:27:03,229
Speaker 2: I’ve been in situations where I either probably shouldn’t have

590
00:27:03,260 –> 00:27:05,560
Speaker 2: been there or didn’t have the knowledge to be in

591
00:27:05,600 –> 00:27:09,080
Speaker 2: the room. And I’ve had the humility to understand that,

592
00:27:09,180 –> 00:27:11,619
Speaker 2: take it back, and do the work. And so if

593
00:27:11,660 –> 00:27:13,919
Speaker 2: I think back to technology when I was at Campbell’s

594
00:27:13,960 –> 00:27:16,300
Speaker 2: or prior companies, I was very often in a room

595
00:27:16,359 –> 00:27:18,570
Speaker 2: with a lot of people, very often a lot of men,

596
00:27:18,940 –> 00:27:20,510
Speaker 2: who knew so much more than me.

597
00:27:20,590 –> 00:27:22,230
Speaker 3: And so what I did was I went back and

598
00:27:22,250 –> 00:27:24,070
Speaker 3: I did all the work on my own. I would

599
00:27:24,190 –> 00:27:25,270
Speaker 3: outreach to other companies.

600
00:27:25,350 –> 00:27:28,190
Speaker 2: I would put myself in very vulnerable positions to say,

601
00:27:28,250 –> 00:27:30,389
Speaker 2: I don’t know something, but I really want to learn.

602
00:27:30,890 –> 00:27:32,889
Speaker 2: And I did so much work that I would go

603
00:27:32,950 –> 00:27:35,540
Speaker 2: back and then they would say to me, you know

604
00:27:35,560 –> 00:27:39,680
Speaker 2: more than I do. And I think the constant humility

605
00:27:40,020 –> 00:27:43,020
Speaker 2: and trying to just be better and know more is

606
00:27:43,119 –> 00:27:46,060
Speaker 2: why I’m able to get the things done that we

607
00:27:46,100 –> 00:27:49,100
Speaker 2: do together all of the time. So I would say

608
00:27:49,119 –> 00:27:51,030
Speaker 2: that’s probably the bravest thing is just having that humility

609
00:27:51,290 –> 00:27:52,030
Speaker 2: and going back on it.

610
00:27:52,369 –> 00:27:54,550
Speaker 1: And why you’re typically the smartest person in the rooms

611
00:27:54,590 –> 00:27:55,280
Speaker 1: that I’m in with you.

612
00:27:55,290 –> 00:27:55,970
Speaker 3: Well, thank you, now.

613
00:27:56,230 –> 00:27:57,350
Speaker 1: Well, thank you. You can go to the meetings.

614
00:27:58,090 –> 00:27:58,570
Speaker 3: Exactly.

615
00:27:59,770 –> 00:28:03,460
Speaker 4: Well, thanks very much to Amy and Diana for joining

616
00:28:03,700 –> 00:28:07,679
Speaker 4: us here on this lovely beach. And for those of

617
00:28:07,740 –> 00:28:10,480
Speaker 4: you who are looking to make the business case to

618
00:28:10,619 –> 00:28:15,399
Speaker 4: your leadership, feel free to share this episode. Tell a friend.

619
00:28:15,420 –> 00:28:17,869
Speaker 3: Subscribe. Leave us a review.

620
00:28:18,230 –> 00:28:19,570
Speaker 4: Thanks, and join us next week.

621
00:28:20,680 –> 00:28:22,810
Speaker 3: Thank you. It was awesome.

622
00:28:39,190 –> 00:28:43,150
Speaker 6: Hi, I’m Jackie Cooper, Global Chief Brand Officer at Edelman

623
00:28:43,190 –> 00:28:45,950
Speaker 6: and the host of Touch of Truth, a new podcast

624
00:28:46,020 –> 00:28:49,460
Speaker 6: launching on the Adweek Podcast Network. My dad gave me

625
00:28:49,480 –> 00:28:53,180
Speaker 6: this incredibly smart piece of advice. Meet everyone once. As

626
00:28:53,220 –> 00:28:55,520
Speaker 6: a result, I’ve met some of the most fascinating and

627
00:28:55,600 –> 00:28:58,700
Speaker 6: inspiring people on the planet. Now on Touch of Truth,

628
00:28:58,920 –> 00:29:02,190
Speaker 6: we’re coming centre stage and sharing the mic to experience

629
00:29:02,230 –> 00:29:05,090
Speaker 6: stories of truth, insights and visions for the future that

630
00:29:05,110 –> 00:29:07,580
Speaker 6: will challenge your way of thinking. Touch of Truth is

631
00:29:07,630 –> 00:29:11,160
Speaker 6: available wherever you listen to podcasts. New episodes come out

632
00:29:11,360 –> 00:29:13,420
Speaker 6: every Tuesday. I do hope to see you there.