I’m attending AdWeek NYC for the first time. (That’s a career milestone, right? Adding it to my resume.)
Starting my master’s in Communications has already opened doors and my mind; I wouldn’t have known about AdWeek’s student rate had a classmate not mentioned it during a lunch break (thanks Anthony!). Both panels I attended today reinforced key concepts from a course in Organizational Strategy:
Concept 1: Success Isn’t Defined By Competition Alone
In a discussion about entering “the millennial music stream” moderated by a FastCompany Senior Editor, Rob Brunner, the CMO’s of Spotify (Seth Farbman) and Pandora (Simon Fleming-Wood) discussed how each company views the other as a “complementary” rather than competitor brand. Normally I would have felt this was lip service. And maybe it was. But the discussion definitely swam into Blue Ocean territory when Apple Music came up. When asked about their thoughts on Apple Music, each CMO stated if the service is a “category expansion” or an innovation, they view it as a good thing for the entire industry. The prevailing attitude was one of healthy competition and a deep mutual respect. Farbman expressed his appreciation for Apple as a brand that provides “something for others to measure themselves against,” which challenges other brands to remain clear about what makes them unique.
A love of music was tangible throughout, as Pandora’s CMO used a beautiful metaphor, comparing music to an “emotional sherpa”. He explained, “We know where we want to go throughout our day. We rely on our music to take us there.”
Concept 2: Social Responsibility as Strategy, Not Afterthought
The last panel I attended was called “Global Brands, Global Goals, Igniting Social Good“. We watched the newly launched #WeHaveAPlan ad for GlobalGoals.org and listened to a discussion of the campaign strategy by its co-creators, film-writer and director Richard Curtis CBE and BBH founder Sir John Hegarty. Also on stage was the CMO of Getty Images, a partner in the campaign. She introduced the panelists as “men who are not only great in their fields, but are also good men. And when great and good men come knocking on your door, you open it.” Immediately I knew I picked the best panel for that time slot.
Again, concepts taught in class were reinforced by the conversation. Specifically that it’s no longer enough to think of Corporate Social Responsibility as merely an initiative or a campaign, tacked on as an after-thought. Rather, the most successful companies and organizations bake sustainability into their core business strategy.
Perhaps most compelling was the discussion of whether the #GlobalGoals campaign can actually produce deep, meaningful change or if it’s just glorified slacktivism – and if this even matters, so long as the Global Goals are achieved. It was a healthy debate, as another audience member asked how the campaign plans to sustain itself over the next 15 years, after the initial media push from last weekend’s Global Citizen’s concert.
The response was an honest acknowledgement by Curtis that many people in the business world consider sustainable development to be naive, liberal or too left-winged to be taken seriously. Yet…revolutions start when a few like-minded, passionate people band together. That getting a Facebook Like is better than doing nothing. And that “revolutions start on the edges, not the center”. And that “we mustn’t forget the power of broadcasting” – a quote by Sir John Hegarty I will take to heart as I navigate my career in communications.