Next-generation CMOs reveal keys to cultural success

2016 Marketing Academy recruits share their lessons learnt around leadership through the nine-month program

Fostering strong culture, delivering a new approach to millennials, and demonstrating vulnerability to create connections are some of the key lessons learned by 2016 Marketing Academy scholars after a nine-month journey of learning.

During its showcase lecture series in Australia, attendees heard from 30 emerging leaders in marketing, media and advertising on how they are approaching culture, harnessing passion and driving energy to create authentic leaders of tomorrow.

The Marketing Academy is a non-profit, voluntary organisation run by Marketing Hall of Legends (UK) that aims to develop the leadership capability of professionals from the marketing, media, advertising and communications industries through mentoring, coaching and experiential learning. The Academy is in its second year in Australia and will launch in New York and Dubai next year.

Marketing Academy founder, Sherilyn Shackell, who kicked off proceedings for the lecture series, said the program is pivotal in championing marketing.

“The reason why we exist is we truly believe that, at its best, marketing can simply change the world. It influences how people think, the decisions they take, the choices they make. We also believe that leadership, at its best, is about influence,” she said. “If you are in a position of influence over anybody in your life, then you have the choice to become a fabulous leader.

“It is our intent that the boardrooms of the world put customers at the heart of the decisions that they make. And that’s why we spend so much time inspiring and developing the talent that will lead these boardrooms of the future.”

One such talent is group marketing manager at Meat and Livestock Australia, Andrew Howie. During the panel discussion, Howie said fostering great culture is at the heart of successful companies and marketing vision.

“Having worked agency and client side, culture for me has been everything or nothing,” he said. “It has been inherently in the people or designed by the organisation. Culture is the invisible force that drives brilliance and is so much more than a contrived process.”

Fellow 2016 marketing academy scholar, Gabriella Conlon, head of consumer marketing, A/NZ at Google, said a peer-based hiring process that has an emphasis on feedback and endorsement fosters a strong culture and eliminates the need to do policing. “Far and away the thing that has the biggest impact on culture is thoughtful hiring,” she said.

Marketing Academy scholar and marketing director of Edgewell Personal Care Oceania, Rachel Pullicino, said co-creation and empowerment, particularly with the future generation, is the way to foster a relevant and valuable culture.

“Co-creation is a really powerful way to bring culture to life in your organisation,” she said. “It is one thing to set value and behaviours but it is really something different and important for the people in your team to embrace it, live it every day, and it really becomes the heart and soul of the organisation.”

Accountability is key to delivering a strong and positive culture, driving it forward and making it stick, said marketing manager of Huggies at Kimberly-Clark, Burcak Sezer.

“It is easy to say we are going to have great positive culture that has values such as authentic, innovative and teamwork, but people have to live it every day and demonstrate the behaviours that go along with it,” she said, explaining there are ways to make people accountable.

“One way is making it visible. Taking ownership and accountability - doing what you say you are going to do and doing it consistently.

“The second part is tracking progress and talking about it and what your goals are. Talk about what you’re trying to achieve, but also why you are trying to achieve - and then celebrate those successes along the way. On the flip side of that, I think you have to call people out when they are not demonstrating the right behaviours and making some of the tough decisions shows people that you care and that you are serious about it.”

The third and final key to driving successful culture, Sezer said, is modelling it. “As leaders, we have to literally walk the talk every single day and make sure we are actually doing what we’re telling people what they need to do. “

Head of brand and communications, eBay Australia, Tracy Hall, said the way to future-proof culture, in the age of diversity and constant change, is to adopt an agile way of working, and boost communication.

“The only constant is change and change is happening at such a rapid pace. It is great that a lot of organisations are focusing on culture, more than ever before, but what I’m interested in is how we are thinking about cultures of the future, or organisations of the future and how culture impacts that,” she said. “As we move to more agile and flexible working environments, where our teams may not necessarily be in the office, how do we use technology to enable culture? And how do we as leaders create the culture of the future of organisations?”

For One Green Bean managing director, Claire Salvetti, the key to culture is self-awareness.

“What we need people to do is to recognise and understand their own emotions,” she said. “And also to know that they have the power to control those emotions, and that is something that is often forgotten in leadership. It is not just self-awareness. It is social awareness. You need to be able to recognise and understand other people’s emotions. If you can do that, you can influence and inspire them.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in