Hinge CMO Jackie Jantos discusses the value of CMOs as touch-points to wider cultural conversations that drive creativity. Jantos was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00The role of the CMO is always changing, always evolving.
00:11For me, I grew up in Tokyo, and so I grew up around really incredible global brands.
00:16That was really my foray into this business.
00:20For me, I think there are always ways where global brands
00:24maintain a deep understanding of what's happening in culture
00:28in order to maintain their relevance over time.
00:30And I think there is no executive within an organization
00:35whose team is more accountable to staying close to culture,
00:38close to their audiences, and sort of maintaining a finger
00:42on the pulse of what's happening and how they can actually add value,
00:46particularly in organizations like Hinge and organizations
00:49I've been at before, like Spotify and Coca-Cola, where you're in service of young adults.
00:54It's just critical to stay connected.
00:56And they are moving much faster than many brands are.
00:59So the Chief Marketing Officer is a critical individual
01:04leading a team of people who are staying very close to what's happening
01:08at the epicenter of creativity with creators and really with
01:13individuals and groups that are driving culture forward.