Fortune 500 CMO on the Need for Speed
Speaking about the cost and time effectiveness of first-to-market campaigns like its ad on a Vanity Fair iPad app during last summer’s World Cup, the CMO of a Fortune 500 company expressed concern over the long process required for her and her agency partners to execute.
This pronoucement created a stir in marketing and advertising circles when she made that statement a few months ago at a major trade show. But, in our view, she was just speaking to the impacts of the tectonic shifts in the industry – increased velocity being one of the most important. It’s true that big marketers need to move quickly, but it’s much more difficult to do so when companies are relatively new to online channels, like iPad apps or mobile campaigns.
She also spoke about the need to find the right operational model and organizational structure
‘Wow, it might be more powerful and cost-effective if we hire one guy to do this in India, and we would’ve just cranked that out,’ [she] said. ‘Should I be handling that in-house, or am I looking to completely change the structure of my service partners so we can be agile and do these things together?’
Obviously, such a loose approach to outsourcing – “hire one guy in India” – is risky, especially considering what Fortune 100 brands require in terms of quality.
Recognizing that brand quality and campaign velocity are not mutually exclusive, what are senior and global marketers to do? As this CMO suggests, companies are seeking best-in-breed partners to meet their unique needs and move more activities to digital. Our approach at Deliver is to design the right process framework (based on specific objectives, creative concepts and target audiences) and team (with the right skill sets and technical know-how, in the right locations). That’s how digital marketers can ensure that their brand standards are maintained and strengthened, while quality creative is driven through the right digital channels, quickly and efficiently.