With more than 80 million views worldwide, the Always #LikeAGirl campaign has captured the public’s imagination. It has swept the board at award ceremonies, and was featured during the Super Bowl’s commercial break. As campaigns go, it doesn’t get much better. Here, Karuna Rawal, EVP Business Director, Arc Worldwide/Leo Burnett, gives us a glimpse of working on a campaign that has become an anthem for the empowerment of young women.
Mass marketing simply no longer works. Today, consumers demand content that is engaging, personalized, and delivered when they want across their preferred devices. The biggest assets marketers can have in this connected economy are strong relationships with these consumers. When brands can understand an individual’s motivation, they have an enviable competitive advantage in anticipating their desires and needs to deliver value against them.  The challenge is making sense of the bewildering mass of data now available and knowing how to turn it into insights to apply throughout the customer journey. This panel will explore how marketers can move beyond cookies to access and activate data to identify those consumers who will deliver the most value, anticipate behavior and determine the strategy, experience and content to drive growth and profitability at scale.