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Session details

Friday, February 23rd, 2024 | On Demand - Virtual

In this session the panel discusses the importance of brands being a part of culture and the challenges and misunderstandings that come with it. They define culture as both the intellectual product of a society and the beliefs, behaviors, and norms that shape how we do things.

The panelists emphasize the need for brands to understand the conversations they have the right to be a part of and to start with their target audience. They also discuss the changing nature of culture in the digital age and the role of brands in connecting consumers with each other.

The conversation explores the importance of brands being part of cultural conversations and how to unlock cultural insights.

Examples are shared of successful initiatives in black hair care and Coca-Cola's engagement with young people. The launch of the Black Information Network is highlighted as a critical commitment to reporting on black news from a black perspective and the importance of investing in cultural analytics and the power of audio and radio in brand communication are discussed.

Don't miss out on this discussion that transcends traditional marketing approaches and paves the way for a new era of brand-culture integration.
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What you can expect to take away from the session

Key Takeaways:

1. Cultural Conversations: Learn why brands should aim to be part of cultural conversations and how this shift from control to contribution can reshape brand narratives.
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2. Unlocking Insights: Discover the power of unlocking cultural insights and leveraging them to create initiatives that resonate deeply with specific communities.
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3. Meaningful Contributions: Explore the various ways brands can contribute to culture, whether through genuine societal contributions or by providing enjoyable experiences.
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4. Cultural Analytics: Understand the importance of investing in cultural analytics and staying abreast of emerging cultural trends to ensure brand relevance and resonance.
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5. Audio Engagement: Explore the unique opportunities that audio and radio present for brands to engage with audiences actively and foster meaningful participation in cultural discourse.

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Speakers

Tom Donohue

Moderator

Head of Strategy (US) at BeenThereDoneThat

Tom is a multi-disciplinary strategist, with a nose for the cultural insights and tailwinds that create a competitive advantage for our clients.
He spearheads our innovation and brand building functions, and has been developing our Culture Compass offering that helps clients navigate a changed world and find their role in the cultural conversation.

Kim Harris

Panelist

SVP Executive Strategy Director at McCann NY

Kim is a creative visionary and strategic pragmatist, with over 20 years of experience solving complex communications challenges, across channels, at every stage of the brand planning process. Her work combines the best of classic account planning, acute cultural savvy, and a keen business sense, to create actionable strategies that inspire creatives, clients and consumers.

She is a specialist in ethnic and youth marketing, dynamic qualitative research design/facilitation, insight and cultural trend analysis, marketing and social strategy and context planning

Rahul Sabnis

Panelist

EVP, Chief Creative Officer - iHeartMedia

In his role, Rahul is tasked with inspiring creativity to every aspect of the company, helping brands connect with the vast portfolio of assets iHeartMedia has to offer.

Prior to joining iHeart, Rahul helped his agencies earn a spot on the Ad Age Agency A-List five of eight years. He has won “Best of Show” for OMMA, and an Effie in the highly contested package goods category. His work has been recognized over 20 times by the Cannes Lions, Webby, W3 and IMA Awards including a showing at the iconic Sundance Film Festival. And recently extended a decade of iHeart audio excellence at the Radio Mercury Awards by winning four times.

Rahul has judged the Clios, the Art Directors Club, the ANA Multicultural Excellence Awards and the Addys. He is a member of the Advisory Council of the Radio Mercury Awards and volunteers his time with multiple universities to encourage the next generation to choose the industry he loves.

Caroline Collinson-Jones

Panelist

Strategic Consultant and Member of the BeenThereDoneThat Expert Network

Caroline is an independent strategist with 17+ years of experience working with some of the world’s most recognisable brands and cultural institutions, from Coca-Cola, to Tate, IKEA, John Lewis, and Diageo. Most recently, Caroline was the Chief Strategy Officer for Virtue Worldwide, the agency powered by VICE. Prior to that she worked at some of London’s best creative agencies, including: Fallon, adam&eve, Wieden + Kennedy, Sunshine and BETC.

Caroline takes a culture-first approach to her work: panning back to see the brand and business in today’s context; understanding the forces shaping audiences and categories; and using that to transform brands. She loves working across different countries, cultures and challenges. Caroline operates as a strategic satellite that can plug in at different levels: At C-level with internal stakeholders; with marketing teams; with in-house agencies; with creative agencies; with collectives; with inter-agency working groups.

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Session details

Watch this thought-provoking session, where we will examine the vital role of Category Vision in unlocking growth. Our panel share insights on cross-pollinating macro-cultural forces, navigating adjacent category dynamics, understanding shifting consumer behaviors, and utilizing customer and retail intelligence.

We are not here to predict the future; we're here to challenge preconceptions, share real-world examples, and delve into the strategic imagination needed to redefine your category.

Discover how to define the future of your category, read the tea-leaves better than your competition, and widen the aperture of opportunity.
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Key takeaways

1. Category Vision looks 3-5 years into the future to define where a category is headed and a company's role within it.
2. It requires understanding consumer needs and dissatisfactions to identify opportunities for innovation that better meet those needs.  
3. Simplicity is key - the vision should be distilled into an elevator pitch and one page overview that is easy for all to understand.
4. Diversity of thought and collaboration across functions is important to develop the vision.
5. Successful visions are consumer-centric and adapt to changing consumer behaviors and market dynamics over time.
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Find out more about Category Vision and BeenThereDoneThat

Contact us if you have any further questions about this product, please get in touch: enquiry@beentheredonethat.co

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Speakers

Nikki Crumpton

Moderator

Chief Strategy Officer at BeenThereDoneThat

Nikki has had a career in the industry spanning over twenty five years. Previously she led Planning departments and held Global strategy roles in several major agencies. In recent years, she has driven the codification of Problem Definition, and within this is a huge believer in the value of collaboration and combining different kinds of thinkers. Nikki’s core strength is in finding a way to give Brands a story that connects with both organizations and their customers and consumers, and developing those stories that drive action and behaviour change against specific challenges. Complex stakeholder management and alignment are tasks she relishes and finding new and interesting ways to communicate with people by being channel agnostic and results focussed. And BeenThereDoneThat is where she’s found her place to pursue all of it.

‍Anup Shah

Panelist

Chief Operating Officer & General Manager at PLEZi Nutrition

Innovative brand leader with diverse experiences in marketing and general management for multinational CPG companies. Led the growth of multiple iconic billion-dollar brands through consumer driven innovation, award winning integrated marketing campaigns, and flawless go to market execution. Collaborative leader who builds high performing teams inspired to win in the marketplace. Crain’s notable marketing executives, Campaign Live 40 over 40, MMA Board member. Winner of 2 Cannes Lions, 3 Effies, 3 one show pencils. Passionate Brand Builder.

Laraine Miller

Panelist

President, Transformational Leader, Board Member, Innovator,, P&L Driver and Marketing Guru

General manager with a proven track record of growing highly successful brands, leading breakthrough launches and creating business turnarounds through her 20+ years of experience in consumer goods brand management across a range of categories.Laraine is recognized as a collaborative leader skilled at simplifying complex business issues and setting priorities in order to build successful, high-performing teams.A driven executive, marketer and leader, her experience spans both the Client and Agency sides of the business (Unilever, General Mills, Sterling Brands, Young & Rubicam) as well as leadership in smaller entrepreneurial ventures.Laraine has always had a passion for understanding consumer psychology and translates those insights into active problem-solving that benefit the top and bottom line.Laraine earned her MBA from Harvard Business School and her undergraduate degree from The University of Virginia.

Laraine has been awarded for Time 100 Most Influential Companies (TAZO) | Fast Company #2 Most Innovative Food Company (TAZO) | Unilever Compass (Pure Leaf $1Bn Milestone) | Unilever Compass (Breyers Turnaround) | Effie (Breyers Turnaround) | Nielsen Breakthrough Innovation of the Year (Breyers Gelato Indulgences) | General Mills Champions Award (Millsberry.com)

Christina Clarke

Panelist

CMO, Strategic Advisor and Consultant

Christina is an enterprise business leader with over 20+ years experience in fast-growing, high-achieving organizations with a track record of exceeding business goals and establishing sustainable results. Strategic leader who thrives on the opportunity to take complex problems, develop a clear strategy and create action to rally and connect the organization. Highly engaged and contributes to overall enterprise success with a focus on talent as an essential investment. Embraces people leadership with reputation of recruiting ​top talent, building teams and developing business leaders across functions. Leverages broad experiences across operations, marketing, restaurant and CPG industries to break down barriers and achieve new possibilities.

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