Top priorities for Global Marketer of the Year nominees

From left to right and top to bottom: Lucinda Peniston-Baines, Jasper Donat, Tom Ollerton, Mikimasa Hamamatsu, Stephan Loerke and Leyal Eskin.

Those nominated should demonstrate outstanding leadership in two or more of the following four areas:

• Driving initiatives that contribute towards sustainable business growth;
• Optimising their global marketing organisation, including working more effectively with partners;
• Delivering stand-out innovation and creativity; or
• Playing an industry leadership role, for example around furthering the Diversity & Inclusion agenda.

“Sustainable business growth is essential”

Lucinda Peniston-Baines, Co-Founder and Managing Partner of The Observatory International, says the four areas where this year’s nominees should demonstrate leadership on are all essential and are “each in service of delivering the outcome of sustainable growth, which is at the heart of a marketer’s role and DNA”.

Jasper Donat, CEO of Branded, echoes how sustainable growth is critical in a year of uncertainty, recession and disruption. “It's more important than ever that marketers show their value by focusing their marketing efforts on products and projects that drive sustainable growth, and also being part of the high-level conversations in which new initiatives are being brought to life.”

“Optimisation is not the same as automation”

Tom Ollerton, Founder of Automated Creative, says that marketers are currently confusing automation with optimisation in their internal processes. Priority should be placed on optimisation. “Automation is a process but optimisation is the outcome of doing the optimal or best thing. The optimal thing is the unity of talent and technology. The marketer who is getting this right has two feet in the future and is not following the path of the past.”

“Innovation is a marketer’s superpower”

WFA CEO Stephan Loerke says delivering stand-out innovation and creativity is “the single most powerful talent of a marketer. It’s the magic that can enable all the rest…driving business growth, championing sustainability and driving the DEI agenda.”

Mikimasa Hamamatsu, General Manager, Global Marketing of Nissan Motor Corporation, agrees with this, especially with creativity’s role in engaging consumers in a meaningful way. “Modern-day marketing has become ever more complex, with constant changes in how consumers behave and interact with brands. This is key in how brands engage with consumers in the most relevant way.”

“Industry leadership elevates the role of marketing in business and society”

Leyal Eskin, VP - Head of Personal Care Business Arabia for Unilever and Chair of the Advertising Business Group (ABG), argues that while marketers delivering stand-out innovation and creativity is crucial, it isn't enough on its own. “Pairing this with a strong industry leadership role, especially in areas like the Diversity & Inclusion agenda, elevates the credentials of marketers. This combination reflects a comprehensive approach to marketing, one that not only benefits the business but also positively impacts society. I believe this dual emphasis is what truly sets top contenders of this year’s award apart.”

Do you have a global or regional marketer in mind who are demonstrating leadership in these areas? Nominate them at globalmarketeroftheyear.com by October 11.

Insights from the Global Marketer of the Year 2023 expert jury were also featured in The Drum.