Creating a culture club builds ownership of teamwork
Workplace cultures are the sum of everyone’s beliefs, behaviours, attitudes and skills. This means that no single person is responsible for culture, it belongs to the team.
A/NZ marketing director, John Broome, shares how he's deploying more scientific approaches to marketing at the FMCG brand in latest AANA Marketing Dividends program
Gaining the c-suite’s trust and respect comes down to marketers delivering on what they promise and leading long-term growth, Kellogg’s marketing director for A/NZ, John Broome, claims.
Speaking about marketing’s contribution to growth during the latest AANA Marketing Dividends episode on Sky News TV, Broome said marketing holds two roles at Kellogg’s: One, to continuing to build the brand, and two, to drive innovation and growth for the future.
He noted the brand’s own global marketing leader, who holds the title of “chief growth officer”, is a reflection of the much more holistic and commercial approach to growth expected today across the organisation.
“The marketing within the c-suite is the one person that the rest of the... leadership team will look to provide that future direction for the business,” Broome said. “Marketing has a great opportunity to step up to this challenge.”
Marketers increasingly need to look at what levers the business can pull to drive growth sustainably for the future, Broome said.
“Short-term growth is relatively easy; having a plan and knowing what your destination is going to be, and providing sustainable, profitable growth is the real challenge,” he said. “Did we deliver what we promised? It’s the simplest and easiest way of answering that question [of commercial contribution]. Of course there are mechanisms and processes sitting behind that simple answer, but at the end of the day it comes back to accountability of the marketer.
“The c-suite will trust marketing when they deliver what they promise.”
Tools being used to gauge marketing’s commercial impact at Kellogg’s include econometrics and market mix modelling, as well as equity tracking.
Broome also detailed how Kellogg’s is actively embracing a more scientific approach to marketing by drawing on the Ehrenberg-Bass Institute’s mathematical capabilities. Marketers have to become business advocates and look “through the lens of economic thinking”, he said.
“Ehrenberg-Bass actually is the language of the c-suite. It does lean more towards the scientific, empirical, economic language that lends more credibility in the board, we need to speak through that lens,” he said.
Related: Not all big data is created equal, warns Ehrenberg-Bass Institute scientist
Read more: CMO50 #26-50: John Broome, Kelloggs
Across the marketing mix, Broome added that he must divert 80 per cent of his efforts to reaching as many people as the brand can.
“Breakfast cereal and indeed, snacks, are repertoire categories,” he said. “We have to reach as many of our light users as we can. There are many, many more light users out there than there are loyal users. We have to reach all of them in order to sustain the business.”
Read more
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
Workplace cultures are the sum of everyone’s beliefs, behaviours, attitudes and skills. This means that no single person is responsible for culture, it belongs to the team.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
Hello , great article!Fake followers have really become a big issue that needs to be identified and bring to an end.You can also include ...
Caitlyn Davis
Fake Twitter-follower market is adapting, growing, and getting ever cheaper
Did anyone proofread this document before it was published?
Beau Ushay
CMO Momentum 2020: How to embrace agile marketing
he decision to limit the initial version of the code to two US companies is discriminatory and will inevitably give an unfair advantage t...
Azeem Sohail
Google hits out at ACCC draft code of conduct for news media negotiations
You’re a warrior woman from way back. Just let the muscle memory take over!
Hannah Sturrock
Why fear trumps marketing theory - Marketing edge - CMO Australia
What an inspiring piece of writing, Hannah, thank you so much for sharing! All right, team jersey out of the locker, brains on, eye of th...
Myriam Conrie
Why fear trumps marketing theory - Marketing edge - CMO Australia