As part of Lumency’s Lunchtime Series, we had the pleasure of hosting Robert Dreblow, Global Head of Marketing Services at the World Federation of Advertisers (WFA) and Michael Murphy, Associate Director at 2CV. We discussed the ways COVID-19 has accelerated digital and social transformation, as well as the challenges organizations are facing to quickly adapt and meet consumer needs.
ABOUT ROBERT AND THE WFA
Rob leads the marketing services function within the World Federation of Advertisers. The WFA is the voice of marketers worldwide, connecting the largest brand owners and national advertising associations across more than 60 markets worldwide. Rob focuses on client-side marketers’ priorities globally, enabling knowledge exchange amongst 120 multi-national brand owners, and since Rob joined the WFA, membership has more than tripled.
The WFA brings together thousands of brands at a local level, creating an expansive global network offering a unique source of expertise, leadership, and inspiration. Their organization helps brands improve the overall effectiveness and efficiency of their marketing communications while leveraging the collective intelligence available through this global network of marketers.
ABOUT MICHAEL AND 2CV
Michael has worked in market research for over 10 years across a variety of sectors, markets and methodologies, with experience gained working at three agencies: 2CV, Opinion Leader and Kantar TNS. His day-to-day work at 2CV has a particular focus on technology, entertainment and sport, working with clients like PlayStation, Sky, England Rugby, Sport England, The Premier League and various UK telecoms providers.
2CV is a global consumer research agency committed to delivering innovative solutions through traditional and digital consumer research techniques. Established in 1989 and accredited as a Top 20 Research Agency, 2CV utilizes qualitative and quantitative research methods to unlock powerful emotional connections between people and brands to uncover the heart of the issue.
IN THIS LUMENCY LUNCHTIME SERIES…
Rob and Michael present key findings and results from the largest study the WFA has conducted to date. Surveying over 675+ senior brand-side marketers from over 30 countries around the world, these findings speak to a number of challenges marketers face amidst the growth of digital, expansion of data, and the ever-increasing need for personalization of the consumer experience.
In this session, Rob and Mike address these challenges, discuss what can be done to bridge skill gaps, and identify other important areas marketers need to be conscious of to successfully move forward throughout the 2020s.
A few highlights and takeaways:
- 84% of respondents agreed, “This is an opportunity to rethink everything in terms of our marketing organization.”
- Digital has forever changed the consumer experience. Expectations are higher than ever, and marketers are constantly expected to deliver more, with less.
- One theme that emerged was that the more digital the world becomes, the more human we need to be. Marketers need to embody softer skills such as curiosity, leadership, and courage to challenge, lead, and drive innovation within their teams.
- Required skills sets are evolving and will continue to grow in importance. Senior marketers currently feel their teams need to be improve or acquire certain important technical skills, such as understanding data and analytics, exhibiting general business acumen beyond marketing, entrepreneurialism, and employing a global mindset.
- Another trend—a majority (84%) agree marketing should transcend business and have a wider, positive impact on society. For example, only 30% of respondents felt responsibilities such as Sustainability and Data Ethics are currently part of their roles today—however, when asked if these areas will be important to their roles five years down the road, the numbers skyrocket to ~75%.
- Just like unicorns, the perfect marketer probably doesn’t exist. This person would need to have the rare combo of being simultaneously very right- and left-brained, both creative and empathetic as well as highly logical, analytical and data literate. While there are of course exceptional individuals in the industry, the number of essential skills for someone working in marketing is growing, and no one person can do everything on their own. It is up to our senior leaders to strategically develop diverse teams, foster collaboration, share responsibilities, and deliver great results as a collective.
- Diversity—of not just people, but thought—and inclusivity drive business. Organizations need an inclusive environment to invite genuine and fresh ideas to the table that lead to new innovations. If your organization is looking for growth and positive business results, diversity is a must.
TO DOWNLOAD THE REPORT, PLEASE VISIT: www.wfanet.org/motf
As our organizations continue to evolve, we will certainly be taking these findings and learning into account, rounding out our skillsets and working to build the most diverse, collaborative and effective teams possible. Thank you to both Rob and Michael for joining us and sharing these valuable insights!
The WFA has also recently published a guide on data ethics (free to the public) entitled, “Data Ethics: The Rise of Morality in Technology” which can be found here: www.wfanet.org/dataethics
For any questions around the study, please feel free to reach out to Rob or Michael at:
By: Kirby Zdrill
