Ali Taekman, Partner, BPCM, discusses how brands can effectively integrate celebrities and influencers into their media campaigns. She emphasizes the importance of using both celebrities and influencers to achieve different levels of impact. Ali also shares insights into the agency’s heavy focus on sustainability.
Jennifer Temple, Chief Communications Officer at Hewlett Packard Enterprise, reveals brand strategies she has learned since the company’s split from HP. She discusses how the brand shaped its own narrative, despite consumer association with the former firm, and tactics used to build brand awareness and differentiation. Jennifer also dives into creating a brand image while HPE needed to undergo restructuring with a new CEO and business model.
Alina Diaz, Managing Director of Consumer Practice at MSL Group, speaks on the new means of interactions between communicators and consumers. She emphasizes the absence of physical touch creating new means of internal and external marketing, which has shown to vary between different demographics. Alina also touches on the change in consumer sentiment on virtual communication and responses to it.
Art Stevens, Managing Partner at The Stevens Group, goes deep into the intricacies of mergers and acquisitions. He shares tactics for brands to optimize their firm in order to maximize value for a buyout, for both buyers and sellers. He also touches on the demographic shift in employee tenure at modern companies, and where the next generation is heading with regards to ownership and sale of firms.
Cori McKeever, Global President of Healthcare at Golin, discusses the means in which firms can optimize their campaigns and communications to appeal to the right audiences. She takes it further into her specific industry, healthcare, and how the modern climate on health following COVID can influence the PR tactics brands implement. She emphasizes the distinction in tactics used to reach Pharma clients and general health/wellness clients.