This is the seventh post of our 360i Summit blog series on the themes and takeaways from the 2015 360i Marketing Leadership Summit.
At this year’s event, we explored how to “Reimagine (Almost) Everything,” and learned how some of the world’s leading marketers and media companies are navigating change and shaping the future of our industry as it moves from being TV-led to digitally led.
In our closing keynote, Pete Blackshaw, Global Head of Digital and Social Media at Nestlé, shared how Nestlé is putting digital at the center of the world’s largest CPG company. He explained how the best leaders are the ones that develop and support innovation and specializations within their companies, but also know how to drive their integration into their company’s culture.
- Safe is not safe: Playing it safe and repeating the same actions that have worked in the past, such as relying on rational brand benefits to sell products, is no longer the safe route for today’s marketers looking to achieve breakthrough results. Pete encouraged the audience to move beyond giving consumers a reason to believe, to evoking a feeling to believe in a brand or product. A great example of this is Nestlé’s recent campaign for Coffee-mate Natural Bliss in partnership with 360i.
- Exploration through calculated risks: Pete also spoke about how marketers today need to take more calculated risks and not be afraid to explore new platforms and innovations – as Nestlé recently did in transitioning Nescafé’s traditional website homepage onto a Tumblr platform.
- Internal mastery drives external mastery: One of the most impactful ways to move a company towards a digitally powered and consumer-centric brand building future, according to Pete, involves investing in internal employee education and best practice sharing – “internal mastery drives external mastery” – which Pete has implemented through Nestlé’s internal Digital Acceleration Team. Pete is also passionate about maintaining connections to those people and industries leading technological innovations, through programs like Nestlé’s Silicon Valley Outpost, to help marketers gain a better understanding of and be able to plan for how today’s emerging tech innovations and platforms will eventually impact products, brands and categories.
Next, we’ll share the final post of our series: “360i Summit: Reimagine Content & Context with Spotify’s Seth Farbman.” In case you missed them, be sure to read Post I: “360i Summit: Reimagine Behavior with Charles Duhigg,” Post II: “360i Summit: Reimagine Marketing & Featured Marketer Case Studies,” Post III: “360i Summit: The Science of Building Audiences with Twitter’s Deb Roy,” Post IV: “360i Summit: Still Setting the Pace with Huffington Post’s Arianna Huffington,” Post V: “360i Summit: Reimagine Programmatic with Joanna O’Connell” and Post VI: “360i Summit: Reimagine Search, Influencer Marketing & Paid Social.”