Brands That Push Messages Out, Now Starting To Listen

“Relax, said the night man,
We are programmed to receive.” -The Eagles

Irina Slutsky of Geek Entertainment TV is now writing news for Ad Age. Well done, Ad Age.
Today, Slutsky introduces us to two women–Beth LaPierre and Susan Beebe–chief listening officers at Kodak and Dell, respectively.
“In a world where marketing managers are eager to get their perspective across, the idea of hearing the consumer is often more foreign than it should be,” Slutsky reasons.
Kodak receives about 300,000 online mentions a month and a large part of the chief listener’s job is to classify the data for the company’s benefit.
“What kind of information does our marketing team need vs. our product team?” Ms. LaPierre asked.
I have a question for you…do you have anyone on staff whose job it is to listen?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.