Aseem Puri, CMO at Unilever and judge at The Drum Awards for Marketing APAC, discusses the challenges of scaling brands across over 200 markets. His experience in digital transformation and AI emphasizes creating meaningful consumer relationships amidst media fragmentation. Puri highlights patience and commitment as essential for brand consistency across diverse markets, while recognizing the CMO's evolving role in leveraging insights to create innovations. He also points to AI-driven content creation as a significant trend shaping marketing in the future and advocates for focusing on long-term brand value to demonstrate marketing's impact at the C-suite level.
As a CMO, what is the biggest challenge you face today? Scaling brands across 200+ markets on a lean budget while ensuring marketers are hands-on across the entire digital marketing ecosystem.
The biggest challenge of maintaining a consistent brand across multiple markets is patience, commitment and avoiding self-doubt; sticking to first principles is key to brand consistency.
The role of the CMO has evolved to impact hundreds of millions of lives with innovations and solve complex problems through marketing insights.
Consistency and deep consumer connection are keys to a standout brand; brands that maintain these elements stand the test of time.
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