THE GLOBAL CMO GROWTH COUNCIL

SUMMIT

April 28, 2021

9:30 AM - 1:00 PM (ET)

THIS EVENT IS OVER

Marketing's Mandate

Defining marketing today as B2C or B2B or “business TO anything" falls short of delivering the stakeholder value required to drive modern corporations forward. As the head of their organization's marketing function, CMOs must relentlessly focus on human centricity -- solving real human problems and needs in creative and innovative ways that develop deeper connections with all of the stakeholders that their their organization serves. To carve a new path forward, the B4H Summit will re-calibrate the foundational tenets of brand building -- creative ideas informed by rich human insights that direct the brand experience throughout all touchpoints in the enterprise.

This is the B4H (Brands 4 Humans) revolution.

Global CMO Growth Council Statement on Brands for Humans

Industry Reaction to B4H Summit

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The B4H Summit officially launched the Global CMO Growth Council’s Brands for Humans growth platform. Rooted in human centricity, the B4H platform provides a clear vision for organizations to distinguish themselves with their stakeholders – with customers, employees and shareholders – by inspiring brands to drive business growth and societal good. Download your copy of the B4H Statement now.

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ANA's Global CMO Growth Council reframed the role of marketing from B2B or B2C, to B4H -- 'Brands for Humans', and the industry took notice. read the latest press following the Summit.

AREAS COVERED

Global CMO Exchange LIVE

Marketers build the plane as it flies, relying on each other to keep it in the air. That’s the CMO Exchange. Hundreds of CMOs took the Exchange for a test-drive at the Summit, and experienced the value of tapping into insights from seasoned marketing leladers who have been there and done that.

Now you can join the CMO Exchange - and share your experiences, stories, and challenges - and benefit from others.

Moderated by:

Hosted by:

ROCHELLE CARTER-WILSON

Concierge, CMO Exchange and Director, Content & Digital Marketing, Global CMO Growth Council at ANA

DEB

HANNAH

VP, Marketing at Shoe Carnival

IVAN

POLLARD

SVP, Global CMO at General Mills

MAYRA

RIVERA

CMO at USAA

ANA

VILLEGAS

CMO at NI

Overview

The goal of the Summit was to establish a universal understanding of marketing’s mission throughout the business and academic communities.

Vital to this is a common recognition among the business community that today’s Marketing function has a responsibility to help the entire corporation relentlessly act in a human centric way – creating real value to identify and address human needs in innovative ways with the people it serves.

Mathilde Delhoumme, the Global Brand Officer at LVMH and Bob Liodice the CEO at ANA guided the Summit delegates through a framework for marketers to refocus on the foundational tenets of brand building – creative ideas informed by rich human insights that direct the brand offering and experience throughout all touchpoints.

MATHILDE

DELHOUME

Global Brand Officer at LVMH

BOB

LIODICE

CEO at ANA

MEG

WUBBENHORST

VP, Global CMO Growth Council at ANA

The Role of Modern Marketing and how it drives business

EXECUTIVE ROUNDTABLE WITH FORTUNE

The massive transformation that occurred in business and society over the past year, has led chief executives around the world to reconcile their business strategies with the heightened expectations of their employees, suppliers, consumers – and in short, all their stakeholders. And chief marketers need to do the same. Alan Murray, the CEO of Fortune Media led a panel discussion on what marketing's role should be in activating Stakeholder Capitalism for growth.

Hosted by:

Featuring:

ALAN MURRAY

CEO at Fortune Media

DEAN ARAGON

CEO, Vice Chairman, “The Brand Guy,” Shell Brands International

ALISON LEWIS

Chief Growth Officer at Kimberly-Clark

PEGGY ROE

Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International

Executive Roundtable Q&A

Moderated by:

NICK PRIMOLA

EVP, Global CMO Growth Council at ANA

The Role of Modern Marketing and how it drives business

Yale School of Management Research

Stakeholder Capitalism: Will a New Mindset Require New Management Science?

Purpose-led brands, ESG, Conscious Capitalism, Stakeholder Capitalism. A new generation of consumers, employees, investors and citizens have rising expectations of business. A new project at Yale School of Management is exploring "the how". What skills, methods and tools can help leaders create stakeholder value? And what is the opportunity for marketing leaders to expand their role and elevate their impact in this new business era?

Moderated by:

Featuring:

NICK PRIMOLA

EVP, Global CMO Growth Council at ANA

RAVI DHAR

George Rogers Clark Professor of Management and Marketing and Director of the Yale Center for Customer Insights at the Yale School of Management

JON IWATA

Former IBM SVP & CBO, and Yale Center for Customer Insights Ogilvy Fellow

Our imperative to Elevate the Craft to global gold standards

Creativity Matters - with Cannes Lions

This session explored the most pertinent findings from the official Cannes LIONS State of Creativity research project. Findings from 1,500 of the most senior members of the global marketing community revealed how brands are using creativity in their growth strategies. Fiorenza Plinio, the Global Head of Creative Excellence at Cannes LIONS shared key challenges, opportunities, creative tools and tactics driving creative success in 2021.

FIORENZA PLINIO

Global Head of Creative Excellence, Cannes LIONS

A new universal framework for Measuring Brand Growth KPIs

Brand Growth KPIs

What brand metrics correlate most strongly to growth in your organization? What brand drivers matter most to your CEO/CFO? The Growth Council revealed a list of brand growth KPIs formed by the Global CMO community, across multiple industries, company sizes, and regions.

MATHILDE DELHOUME

Global Brand Officer at LVMH

NORMAN DE GREVE

CMO at CVS Health

GEORGE HAMMER

Chief Content Officer, IBM

Action Plan

CMOS must go well beyond “making ads”, to helping the entire enterprise create value for its stakeholders - while making a positive impact on society. This is not about purpose-driven aspiration. This is an urgent call to CMOs and CEOs to up their game. Dean Aragon, the CEO and Vice Chairman of Shell Brands International, and Bob Liodice, the CEO of ANA unvieled actions CMOs can take now to to activate a B4H strategy.

DEAN ARAGON

CEO, Vice Chairman, “The Brand Guy,” Shell Brands International

BOB LIODICE

CEO at ANA

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Activate your B4H Platform Today - Download your copy of the B4H Summit Recap.

Reframing the role of marketing from B2B or B2C, to BH4 -- ‘Brands for Humans' -- is one of the foundational industry growth mandates ratified by nearly 300 chief marketing officers and industry leaders during our 2020 Global CMO Growth Council Summit. By adopting a B4H platform, CMOs will deliver on the promise of “stakeholder capitalism” as a force for good and a force for growth.