Discover Qatar-Media.tv

Cannes Lions 2023 witnessed a powerful and insightful session titled "Harness the Black Effect: Diversity as a Game Changer for Brands," presented by BECA (The Black Executive CMO Alliance). The conference, held last week at The Forum in Palais I, featured esteemed speakers from renowned brands who shared their expertise on leveraging the influence of Black consumers for brand success. Brianne Boles-Marshall, Lead of Diverse Media Strategy and Investment at General Motors, took the stage to share her valuable insights. With her extensive experience in media strategy, she provided key perspectives on rethinking marketing strategies and investments to better reach target audiences. Her expertise shed light on the importance of embracing diversity in brand campaigns and effectively engaging with diverse consumer segments. Cleyana Mayweather, Brand Manager at Mars Wrigley, captivated the audience with her profound knowledge of the impact of Black influence in marketing. With a keen understanding of cultural trends and consumer behavior, she highlighted the consequences of overlooking Black influence and the missed opportunities for brands. Her presentation emphasized the need for authentic representation and cultural appreciation in marketing initiatives. Freddie Williams, Senior Manager of Global Strategic Marketing at Johnson & Johnson, brought a global perspective to the discussion. With his deep understanding of diverse markets, he explored the calculation of return on investment (ROI) when it comes to Black influence in marketing. Through his insights, attendees gained valuable strategies for measuring the impact of diverse marketing efforts and understanding the value they bring to brands. Kara Smith, Applied Innovation - Customer and Marketing Manager at Deloitte, added a unique perspective on driving better creative outcomes through Black influence. Leveraging her expertise in innovation and customer-centric approaches, she emphasized the need for brands to embrace diversity and inclusivity as a means to foster creativity and develop impactful campaigns. Her insights inspired attendees to rethink their creative processes and tap into the power of diverse voices. Together, these esteemed speakers provided a comprehensive and thought-provoking discussion on harnessing the Black Effect for brands. By recognizing the significance of diversity and inclusivity in marketing, brands can unlock new opportunities, create meaningful connections with consumers, and drive business growth.

Article written by Gino.G