Relationship Marketing Or Bust

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.”



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.