WhoSay

2019年7月24日

2019年7月24日| 0保罗Kontonis,首席营销官,WHOSAY维亚康姆公司首席营销官在戛纳电影节上到处都是狮子。代表大的小公司,面向消费者的企业对企业品牌,内外板的宫殿出现在营销一些最聪明的头脑。甚至有几个项目专门营销组,包括CMO俱乐部品牌创新者和安娜CMO委员会,导致Marylee (goldman Sachs),标题为“在戛纳CMOs Over-Indexing。”包围我的许多营销同行,我被我们的喧嚣。戛纳狮子是一个无休止的疯狂的社会,我们运行从一站到另一个面板上,发表主题演讲,举办宴会,参加聚会,在卡尔顿与深夜的饮料了。我们想要谈论我们的品牌,与我们的合作伙伴建立联系和发展真正的关系与我们的消费者——但为什么我们如此炒作通过实地磨吗?因为在许多方面,现代CMOs是一个品牌的人类的化身。我们必须能够提供一个品牌的个人故事,是否在面板或社会提要,以确保我们的品牌生存和执行。这并不是一个全新的演出的一部分;最早我教了我的一个导师,一个营销领导人需要能够沟通人与人的基础上成功的消息。事实上,有很多关于CMO的角色保持不变。 A CMO is still the trustee of a brand’s legacy. We still steward marketing plans, brand identity and marketplace positioning, and we still like to compare strategies and dissect tactical executions. The difference is that in today’s fragmented media landscape, we also have to be as multi-channel and cross-platform as our brands. I was also struck by the noticeable increase in the overall creativity and the underlying strategy of the marketing and advertising executions at Cannes, which proves that CMOs are finding new and more effective ways to bring their brand stories to life. We should all be paying attention to Fernando Machado, who as Chief Marketing Officer helped lead Burger King to collect the top prize at Cannes and demonstrates how effective strategy and amazing creativity walk hand-in-hand. Ultimately, great marketing work establishes authentic and insightful connections. After all, our clients and consumers are real people and our brand story needs to mean something to them. But in our current state of rapidly evolving consumer behavior, technology and media, the best CMOs build a culture of innovation and creativity to find the best ways to connect to humans even as we chase innovation. This strategy applies to all industries and not just those that sell products to consumers. Today the distinctions between B2C, B2B and DTC brand marketing and advertising are almost trivial. The role of the CMO is to have our feet on the ground to build our brand legacies and tell our stories as business-to-human CMOs. About the Author: Paul Kontonis is Chief Marketing Officer at WHOSAY, a Viacom company. WHOSAY is the brand-trusted influence marketing firm, and Kontonis is responsible for overseeing all of the the company’s B2B marketing, communications, social media and editorial strategy. Kontonis is a 25-year digital media veteran with an industry leading expertise in the B2B marketing, branding, content marketing, and the cross-platform video distribution and monetization of original digital content. Formerly, Kontonis served as Chief Marketing and Communications Officer at Digiday Media, managing across the media brands of Digiday, Glossy, Custom and Tradestreaming (now Tearsheet). Prior to Digiday, Kontonis served as Senior Vice President, Strategy at Collective Digital Studio (now Studio71), a multi-platform digital entertainment company and multi-channel network (MCN). Before Collective Digital Studio, Kontonis was Vice President, Group Director, Brand Content at Digitas. At Digitas, where he helped establish the Digital Content NewFronts. Kontonis has served as the President of the Global Online Video Association, an industry trade group representing media networks and video platforms and Chairman of the International Academy of Web Television. Kontonis holds a Bachelor of Arts in Economics and Psychology from New York University.