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How can marketing change the world for the better?

The Drum 08 Sep 2020 05:13

Does marketing have the power to change the world? The year 2020 has forced us all to redress the net result of the industrial revolution, which spurred mass consumption and throw-away consumerism. So, can our industry - with the abundance of talent, skill and creativity- champion for a better future for all?

The Drum and Facebook have partnered to bring together teams from brands and agencies across the globe to provide some answers to this very challenging question. The idea is to get together experts from the industry to find solutions to business and societal challenges to help create value for the people and the communities it impacts.

The creative brief

Uniting three markets under the theme of ‘stakeholder capitalism’ - with attention to inclusion and diversity - three separate teams in North America, EMEA and APAC were put together to answer the brief that involves a rethink of how small-to-medium size enterprises (SMEs) that are run by minorities operate, and how as an industry we can help create more resilient businesses especially in these unprecedented times.

For the London, UK (EMEA) team the theme was immigrant-led small business. Are immigrant-owned businesses the untapped potential? What are the challenges and opportunities of migrant founders and their businesses?

The first meet-up

Following is the list of the three teams:

  • Tom Spaven, brand director, Bombay Sapphire, North America (mentor)
  • Stephanie Walker, innovation marketing manager, Pepsico
  • Cassie Begalle, strategy and innovation brand Manager - U by Kotex, Kimberly-Clark
  • Iyanni Callender, junior art director, Strawberry Frog
  • Paola Ortega, associate strategy director, DDB Chicago
  • Michael Rodriguez, content strategist, 3 Leches Creative
  • Arjoon Bose, marketing head- culture & brand experience (Europe-Australasia), General Mills (mentor)
  • Andre Campbell, partnerships lead, Mercedes-Benz
  • Fatima Diez, head of marketing, MunchFit
  • Shannie Mears, co-founder & talent chief, The Elephant Room
  • Jade Nodinot, former creative associate, BlackBook London
  • Emma Luxton, former senior account executive, Avantgarde London
  • Erica Kerner, SVP, marketing strategy & partnerships, ONE Championship (mentor)
  • Triveni Rajagopal, global digital director, skin cleansing and BPC, Unilever
  • Chandini Malla, senior manager, Diageo
  • Bryan Martin, social media executive, Reprise Digital
  • Adrianne Pan, planner, Havas Singapore

Gender equality is at risk of being set back decades in the current climate - not just minorities in general, but especially women in it. In the US, the focus is on women-owned SMEs, looking at how female-led businesses can overcome systemic social and financial challenges, as well as addressing the different approaches that this cohort might have to entrepreneurship in order to succeed.

“I never really thought of myself as a female business owner, I’m just a business owner. Maybe because my mother was very dominant in the household, she was a student, she was a business owner, she was a mum, we always saw her, we were always together. Maybe that’s why I never thought that there was something different or special being a girl.”

The team delved into discussions to align on common goals and objectives. The first step was to focus on the challenges in order to find the most creative solution - with three key take-aways that these women are lacking: Knowledge and resources to tap into; a community to help them venture into this new world; and platforms available to really share and have people learn more about.

Team EMEA: Move from ‘pivot to evolve’

“The last few months have been testing and I think we’ve all come up with a ton of learning. But I think we’re at that stage right now where we’re needing to move from pivot to evolve,” said Bose. “A growth mindset is what we’re going to have to need as we come out of this and prepare to get stronger and accelerate.”

The team identified the need to listen and learn directly from migrant-led business owners themselves to understand their experience, their struggles and challenges with direct feedback through focus groups and on-the-ground research. This would allow them to narrow down into one or two sectors that need the drive and support. They identified Facebook’s own small business community as a great place to start to create a questionnaire in order to gain invaluable insights to help shape their strategy.

Team APAC: Reinventing and re-energising culture

Mentored by Erica Kerner from ONE Championship, the team was presented with a keynote talk by Jeremy Nguee, founder, Preparazzi Gourmet Catering; Batu Lesung Spice Company; who helped his mother set up Mrs. Kueh, a local sweet treat business. They touched upon some of the unique experiences and challenges of their business that they ran from home.

Inspired by the talk, the team decided to focus on Singapore food culture and food service industry run by silver entrepreneurs, that has an international dimension throughout much of its history but continues to retain features firmly rooted in the locality so that the global and local are not always distinct. The team wanted to understand the different segments of businesses and the landscape in which they were working in.

The next steps

The final ideas will be entered in The Drum Social Purpose Awards.

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Tags

Victoria Monsul SingoldaIris VirgilNorth AmericaAPACTom Spaven
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