Gabriela Lungu - Despre marketingul cu rost
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Gabriela Lungu, Fondator, WINGS Creative Leadership Lab: ”Despre marketingul cu rost” Este unul dintre cei mai cunoscuți experți români în comunicarea creativă de brand, cu 20 de ani de experiență. De aproape 5 ani lucrează în străinătate, mai întâi în Londra și apoi în Praga, pentru firme cu renume, în roluri de senior management cu responsabilități de coordonare europeană. Înainte de plecarea din țară, a fondat și a transformat într-un succes internațional agenția creativă de PR The Practice. Primii 10 ani din carieră i-a petrecut în grupul Ogilvy, unde a urcat toate treptele de la junior creative la top management. În toamna acestui an, a lansat WINGS, un laborator de leadership creativ.
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Gabriela Lungu - Despre marketingul cu rost
- 2. There’s never been a more exciting and meaningful time in marketing!
- 3. WE CAN “PRACTICE ALTRUISM EVERYDAY, AND NOT JUST AT THE END OF OUR CAREER” Steve Vranakis, D&AD President, ADC*E Festival 2017
- 4. The integration of two of the things I know and love most: Commercial Creativity = advertising’s essence & Reputation Management (including Social Responsibility) = public relations’ essence 2017 @GabrielaLungu @WingsCLL
- 5. THE RISE OF PURPOSE-BASED MARKETING also known as pro-social marketing 2017 @GabrielaLungu @WingsCLL
- 6. Marketing with purpose is not a new concept
- 8. So what has changed recently? Why this rise of purpose?
- 9. Edelman 2017 Trust Barometer & Earned Brand Study
- 15. WHAT DOES A PURPOSE DO?
- 17. WHAT TO LOOK FOR IN THE QUEST FOR A STELLAR PURPOSE
- 24. Purpose makes business sense: Progressive marketing = 25% more effective. “Attention is a reward, not a right. People need to care enough to engage and spend time with us” Keith Weed, Unilever CMO, Cannes Lions 2017
- 25. Does your marketing have purpose?
Editor's Notes
- Care mi-e rostul? Multi oameni fac schimbari dramatice de profesie si parasesc industria mid-career, exact atunci cand cu experienta si expertiza acumulate ar avea cel mai mult de oferit. Pleaca sa-si gaseasca menirea in alta parte, pleaca in cautare de mai mult meaning, sens in viata lor, pleaca pentru ca s-au saturat sa lucreze in marketing (si voi folosi marketing astazi in sensul general, ca termen care acopera toate disciplinele comunicarii), si sa-si traiasca viata promovand si vanzand produse.
- Marketingul nu a avut niciodata rost mai mult decat astazi. Nicicand nu am putut ca breasla sa facem mai mult bine, sa fim mai implicati social si sa putem schimba ceva in lume ca astazi.
- It’s about defining what a company does — beyond making money — and how it can make its customers’ lives better.
- Modern brands that truly get it and are succeeding are those who have understood they need to stand for something meaningful and deliver on that purpose at every consumer touchpoint. They do so by creating compelling products, services and experiences that flow from that purpose. Simon Sinek - Why. Brands need to understand that they need to start standing for something meaningful that consumers identify with, and create experiences that people care about – beyond a one-off. Brands who don’t get it are leaving themselves open to disruptive innovation from new or unexpected entrants.
- Edelman 2017 Trust Barometer & Earned Brand study 14 COUNTRIES 14,000 RESPONDENTS:1,000 per country, nationally representative of age, gender, and region based on most recent country census data