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Relationship Marketing Or Bust

September 28, 2011 By Leave a Comment

Kim Kadlec, worldwide VP of marketing at Johnson & Johnson, spoke at the OMMA Global conference on Tuesday morning in New York City.

According to Marketing Daily, Kadlec said “the art of courtship” has been sacrificed to the speed of communications. “It’s overwhelming, but as marketers we have to shift from reach and frequency to reach and relationships if we want to engage consumers.”

“It comes down to old-fashioned rules of etiquette as we shift from reach and frequency to reach and relationship. As Mark Twain said, ‘Etiquette requires us to appreciate the human race.’”

After her talk, a group of agency execs joined Kadlec on stage to discuss the state of affairs. At one point she said, “J&J uses data to simplify, get smart fast and scale or move on.”

According to Media Daily News, Laura Krajecki, chief consumer officer of Publicis Groupe Starcom MediaVest Group, said data is good but it takes “human intuition” to ferret insights from it.

“At the end of the day, it’s not about the channels but about the experience you want to create that’s fundamental to the brand.”

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Filed Under: Conferences, Relationship Marketing
About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.