About the session:

In today’s interconnected unbounded world, media stands as a powerful catalyst for meaningful impact. This conversation delves into the multifaceted role of media in driving commerce, business growth, brand equity, as well as the responsibility marketer’s feel in driving more sustainable societal behavioral shifts. We will explore the concept of impact and how it varies depending on a brand’s maturity. The discussion will examine impact from the perspectives of various C-suite roles, with a particular focus on how CMOs navigate and manage these expectations both in and out of the board room. We’ll consider when impact can be considered altruistic and the ways in which the reputational positivity from such campaigns can be measured and valued by brands, even during challenging economic times. Our collected voices of industry trailblazers unpack the dynamic interplay between media and its capacity to effect transformative change across different spheres of society and business.

Speakers:

Fiona Lloyd

Global President, Carat (Moderator)

Beatrice Cornacchia
EVP, Marketing and Communications, Europe, Mastercard

Puja Dabari

Managing Director, IARD

Allison Keith

Global Head of Media, Kraft Heinz