How can policy and marketing functions align?

Edelman’s 2019 Trust Barometer shows that society expects brands to take the lead on key political and societal issues, with 76% of people saying CEOs should take the lead on change, rather than waiting for government to impose it.

Policy and marketing teams will need to align to ensure their companies are able to meet society’s changing expectations.

This year, our Policy Forum on 27 March during Global Marketer Week will explore the relationship between marketers and policy teams with a view to identifying how best to align public affairs and marketing agendas in order to enable more sustainable corporate practices and behaviours.

Together with Edelman, we will present findings from research conducted this year which draw on the perspectives and insights of senior marketers and policy professionals with a view to identifying gaps, shortcomings and good practices.

Our session will provide practical advice to policy professionals in terms of how they can make their agenda more compelling and relevant to marketers – and why marketers should try and better integrate policy priorities into their marketing strategy.

Three senior public affairs professionals will share case studies from within their own organisations: Marie Benech, Head of Responsible Marketing and Public Affairs, Pernod Ricard, Francesco Tramontin, Director, Global Public Affairs at Mondelēz International, and Henri-Pierre Lenoble, Global Manager Nestlé for Healthier Kids, Nestlé. They will offer tips and concrete examples in terms of how they have worked to align agendas between the two functions.

The second half of the session will be dedicated to approaching the subject from a digital perspective, looking into ways of integrating digital governance into the marketing agenda through a presentation by Scott Rosenberg, Senior Director, Global Marketing Operations & Governance, Visa and a panel discussion on the topic. Panellists will include Helen Gourdin, Senior Counsel, Global Compliance, Diageo, Jaymeen Patel, Head of Brussels Office, LVMH, and Scott Rosenberg.

The event will be held under the Chatham House rules. To register, go to www.wfanet.org/lisbon