At a bustling venue during South by Southwest (SXSW) London, an eager crowd filled the streets, eager to gain insights from industry leaders. As attendees passed by, one could hear the murmured inquiry: “What’s the buzz surrounding this event?” The answer lay within—“uncertainty.” This powerful word encapsulated the essence of the discussion led by Diageo’s Chief Marketing Officer (CMO), Cristina Diezhandino, alongside fellow CMO from Unilever, Leandro Barreto, with the insightful Rosemarie Ryan moderating.
The Evolving Landscape: Marketing by 2030
The Power of Authenticity
Leandro’s tenure overseeing renowned brands like Dove and Vaseline underscores a vital takeaway: authenticity is paramount. He emphasized, “Staying relevant requires knowing who you are and how you present yourself.” To illustrate this, he referenced Dove’s consistent messaging over two decades. When asked about his profession at an airport, the immediate recognition of Dove as “the brand with women in underwear” served as evidence of its enduring identity.
Leandro argued that while embracing emerging technologies like AI is essential, it must align with the “brand DNA.” He articulated the need to embed a brand’s essence into AI systems, ensuring content creation reflects the brand’s core values.
Unilever’s CMO Leandro Barreto
Credits: SXSW
Harnessing Social Trends
Cristina spotlighted the need for brands to stay attuned to evolving social trends. She noted the “trend of moderation” shaping the alcohol industry, where people are increasingly moderating their consumption. According to the Drinkaware Monitor 2024, 90% of UK drinkers are attempting to drink less, with innovative products like zero-alcohol Guinness gaining traction, proving that brands must adapt to shifting consumer behaviors.
Diageo’s CMO Cristina Diezhandino
Credits: SXSW
AI: The New Frontier
Cristina highlighted the transformative role of artificial intelligence in enhancing efficiency and creativity. With the demand for high-volume content production, AI serves as a game-changer, enabling brands to create a diverse array of engaging content quickly and efficiently.
Leandro expressed his enthusiasm for AI in product development, explaining how it analyzes consumer feedback to inform future innovations. For instance, Cristina detailed an enriching Johnny Walker whiskey experience, where consumer preferences guided both product recommendations and development.
Building Brands from Within
Cristina emphasized that fostering a strong company culture turns employees into brand ambassadors. With 30,000 ambassadors at Diageo, this internal community serves as a powerful asset. Leandro echoed this sentiment, insisting that a marketing strategy should resonate throughout the entire organization for genuine transformation and success.
The Rise of Influencer Marketing
When questioned about influencer marketing, Cristina stated, “It’s growing and will continue to grow.” This sentiment aligns with statistics from Pulse Advertising, revealing that 70% of consumers are influenced by social media in their purchasing decisions. Embracing this wave of influencer collaboration allows brands to relinquish some control, letting consumers engage with brand narratives authentically.
Leandro added, “The brand belongs to its community.” This reframed perspective positions brands as stewards—nurturing and guiding while allowing customers to shape the brand narrative.
Words of Wisdom for Marketing’s Future
As the panel concluded, both CMOs shared their visions for the road ahead. Cristina emphasized staying anchored in the “real world” to apply best practices consistently. Leandro reinforced this by advocating for close connections with communities and cultures, asserting that “living on the front line” of consumer engagement is the best way to stay relevant.
In closing, the session at SXSW illuminated the dynamic landscape of marketing, blending tradition with innovation. As we EDGE toward 2030, the call to embrace authenticity, harness technology, and engage communities becomes increasingly vital. The future of marketing awaits—are you ready to adapt?
