Global News Post Fastest Global News Portal
Related Articles
Few roles have developed as dramatically in recent times as that of the CMO. From ingenious champion to knowledge translator, these days’s advertising chief straddles extra tasks than ever ahead of. Karen Owen, leader expansion officer for Europe & Asia Pacific at Kraft Heinz, believes this increasing remit brings each alternatives and tasks, in particular in an age the place AI, model heritage and difficult metrics are reshaping expectancies of selling management.
Owen highlighted two specific demanding situations that dominate her schedule: discovering the best steadiness between creativity and information and making sure that iconic model property are safe in an more and more fragmented advertising panorama.
“In terms of challenges, there’s really two that spring to mind,” mentioned Owen. “The first one is how to combine creativity with the data optimization metrics, and that then really elevates the brand and the business impact to the next level.”
Want to head deeper? Ask The Drum
That stress between artwork and science is widely recognized to entrepreneurs, however Owen warns that too many campaigns fall brief through prioritizing one on the expense of the opposite.
“So, it’s optimizing mediocre work or having a great idea that isn’t necessarily then thought through in terms of the right channels, the right media mix, to really then engage powerfully and be fully optimized with consumers.”
The 2nd problem Owen recognized is extra inner, however no much less essential. With heritage manufacturers akin to Heinz, there’s a accountability to make sure new generations of entrepreneurs perceive the ability of consistency. “How [do we] ensure that the new generation of marketers coming through don’t change the power of what we’ve got, but nurture it and continue to use it and fuel it in our creative as we move forward?”
This stress between preservation and innovation sits on the middle of the evolving model advertising function. And it’s a job Owen obviously embraces, particularly given the higher affect and strategic significance entrepreneurs now command within the boardroom. “I think the first [exciting development] is we have a seat at the table at an exec level,” she mentioned. “Because the businesses that deliver sustained success have brand building and brands at the heart of their growth for the long term.”
Yet that increased place comes with heightened scrutiny. Owen notes that discussions round brand-building will have to now be underpinned through arduous knowledge, firmly rooted no longer simply in a model’s positioning, however in expansion forecasts and class research.
“That also presents a challenge, which is how to ensure that discussions around brand building are data-based and grounded in not only what the brand stands for, but the category and growth opportunities that present moving forward,” she defined.
This is the place era – and AI specifically – starts to reshape the marketer’s toolkit. At Kraft Heinz, Owen says AI is getting used with a realistic and strategic lens, serving to groups do extra of what issues whilst lowering time spent on reduced impact duties.
“I personally believe AI is fantastic because it does a couple of things. Firstly, it takes away some of the more mundane [tasks] that no one ever wants to do. Secondly, I really believe it’s elevating the bar and the standard of what great creative looks like,” she mentioned.
That mentioned, Owen is fast to explain that AI stays a toughen act, no longer the big name. The actual price of selling nonetheless lies in deeply human insights and emotional intelligence – abilities that machines have not begun to meaningfully mirror.
“Whether AI is there or not, we have to really understand what our brand stands for and work to identify what is the business challenge and the consumer challenge. AI can’t do that. AI can only build from that to enhance it and raise the bar,” she mentioned.
Looking forward, Owen sees specific attainable in how AI can assist entrepreneurs transfer from reactive research to predictive technique. “It’s a great tool that, when you’ve got data harmonization, [helps us] focus much more on the future and predicting the future, versus always looking at the past, which is how data has been traditionally used,” she added.
Suggested newsletters for you
Despite the tempo of alternate – and even perhaps on account of it – Owen stays captivated with the career. Asked if she would nonetheless make a selection advertising once more if given the selection, her solution is unequivocal.
“I think it’s great because it’s all about human beings. At the end of the day, our job is to drive conversation and curiosity with consumers, convince them to buy something that maybe perhaps they don’t even need – and that’s fun,” she mentioned. “Understanding how consumer behavior and humanity is evolving with the latest culture and trends means our job is never the same on a day-to-day or a week-to-week basis.”
For Owen, the way forward for advertising lies in embracing each its legacy and its future-facing chances – from model stewardship to AI-powered agility. It’s a balancing act – however one she obviously relishes.
Karen Owen is a member of the 2025 jury for The Drum Awards for Marketing. Nominations can be introduced on Tuesday May 6.
