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Now is the time for marketers to prioritize equity and inclusion, while also committing to a new open marketplace built on trust, radical transparency, and meaningful collaboration. Just imagine how opening up training, technology, and insights across the marketing industry could simultaneously accelerate lasting transformation and real economic recovery.Linda Yaccarino, June 2020
REMEMBER THIS ABOMINATION OF AN AD BELOW?
YACCARINO’S AGENCY DID IT.
As 2021-2022 Ad Council Chair, Yaccarino partnered with the business community, the White House, and government agencies to create a COVID-19 vaccination campaign, featuring Pope Francis and reaching over 200 million Americans.Linda Yaccarino’s LinkedIn profile
Trust, Technology, and Transformation:
5 Thoughts from My Time at the
World Economic Forum
Jan 29, 2019 | Linda Yaccarino
“Committed to improving the state of the world.” It’s the tagline for the World Economic Forum, one of the most influential gatherings on the planet. While it seems like a lofty goal, after a week in Davos, it’s hard not to feel inspired to improve our respective corners of the world. And the truth is, we need to. With each new talk or conversation last week, it became increasingly clear: Transformation is happening—whether we like it or not.
So, as I trade in Swiss mountains for New York streets, here are five reflections I’m bringing home:
1. Trust Matters.
It’s the foundation of all human connection, and, unsurprisingly, was a central focus in Davos. Around the world, various institutions are experiencing a trust crisis. But here’s the good news: employees have a higher degree of trust in their own companies. Meanwhile, traditional media is increasingly seen as a more trusted source of information than social media. We can’t take this trust for granted. We need to listen to each other and be more transparent in everything we do to maintain the confidence of our consumers, partners, and employees.
2. The future of work is now our present.
Expectations of today’s workforce and the legacy mindsets in some workplaces are at odds.Advances in technologies like automation and AI are changing what companies ask of talent, and what people require from their work. Given the trust people place in their employers, all businesses have a responsibility to prepare its workforce—and reinvent the workplace—to meet these realities. We need to institute new training, reimagine hiring practices, embrace flexible schedules, and create programs that allow people to return to the workforce after child rearing and elder care. Let’s find every possible way to help every person succeed.
3. Be prepared to move fast.
In a 5G world, consumers win big. With faster speeds, people will be able to easily consume more of the information and premium content they love on their mobile devices, wherever and whenever they want. Meanwhile, 5G and other technologies will enable our industry to evolve by opening up new opportunities to connect with audiences, distribute content, and monetize this content in new ways. Business models and legacy systems must change and be part of that reinvention.
4. Diversity is the right thing to do, and it’s good for business.
The Forum brings together diverse leaders who represent countries and industries from all around the world.And this year, more women attended Davos than ever before—which is fantastic news. However, we only made up only 22 percent of the total delegates, so while there’s been real progress, there’s still room to grow. The same goes for business, where a wider range of perspectives will foster new thinking and innovation. Fortunately, there’s already an awareness of the need for greater diversity. Now it’s time to transform that awareness into action.
5. We’re in this together—and need to work together.
The WEF reveals that no matter where we live or what industry we focus on, we all face similar challenges—from rebuilding trust to navigating new technologies, to preparing our workforce. At the same time, many are investing in solutions, and building a new global architecture for shared prosperity and progress. We can accomplish so much more if we collaborate within and across our industries—not just in Switzerland, but every day.
Chairman, Advertising & Client Partnerships, NBCUniversal
So she’s been on a woke crusade for a while, but it only got worse since the Great Reset has been officially kickstarted:
Yaccarino Calls for ‘Radical Transformation’ of Marketing
NextTV, June 15, 2020
NBCUniversal exec opens training to industry, plans summits
Linda Yaccarino (Image credit: NBCU)
Linda Yaccarino, the chairman for advertising and partnerships at NBCUniversal, is calling for “radical transformation” of the marketing business in the face of cultural change around racism and the impact of COVID-19 on the economy.
“This is the moment to question not just when we do business, but how we do business, at every level—because transformation is more than the private sector’s response to this moment, it’s our long-term responsibility,” she said in a note sent to NBCU’s partners Monday morning.
The note comes a week after the Association of National Advertisers made proposals to transform the advertising business, including the timing of the upfront.
Yaccarino’s Note Follows:
Transformation is a Shared Responsibility
By Linda Yaccarino, Chairman, Advertising and Partnerships, NBCUniversal
We’re living through a moment of massive cultural and structural change. We’ve seen an enormous awakening to long-standing issues of racism and inequality. Meanwhile, COVID-19 still has the economy reeling: double-digit drops in sales as stores consider reopening; millions of jobs lost, with only a few signs of gains; GDP projected to shrink substantially this quarter.
While some companies are stepping up, there’s still more to do. This moment demands radical transformation, and as companies are changing messaging or shifting trading calendars, we can go even further. This is the moment to question not just when we do business, but how we do business, at every level—because transformation is more than the private sector’s response to this moment, it’s our long-term responsibility.
Last year, 181 CEOs committed to a new model of corporate responsibility and affirmed their obligation to all stakeholders. And over the past few months, seismic shifts have rippled across the corporate playing field and pushed us even further. Competitors now stand shoulder-to-shoulder, staring down the same systemic issues, ready to take action and change for the better.
Our fates are intertwined. We all now have a shared responsibility to transform our companies, our industry, and our economy—because when everything is at stake, we are all stakeholders. And there’s no industry better suited to lead this than the marketing community.
Marketing has always been a platform to inform public opinion, change hearts and minds, amplify cultural moments and movements, and spur economic growth. No other industry cuts across every sector or reaches millions around the world every single day. Great advertising educates audiences, elevates stories and ideas, mobilizes people to act, and lifts bottom lines—which in turn engages and advances conversation, creates jobs, and keeps families afloat.
But it’s not just about marketing; we need to do more as a marketing community to address our most deep-seated legacy problems, especially within our industry.
Now is the time for marketers to prioritize equity and inclusion, while also committing to a new open marketplace built on trust, radical transparency, and meaningful collaboration. Just imagine how opening up training, technology, and insights across the marketing industry could simultaneously accelerate lasting transformation and real economic recovery.
No doubt, it’s an ambitious call-to-action. But the stakes are too high to let legacy thinking, competitive agendas, closed marketplaces, or closed mindsets stand in our way. We need courage, conviction, and imagination, and we can start by asking ourselves some questions:
This is what responsible leadership will look like: if you know something is right, you do it. If you know something is wrong, don’t. If there’s infrastructure everyone needs, build and scale it. That’s what it will take for this industry to truly transform.
Inevitably, this open marketplace will require new alliances, partnerships, business models, and maybe even some strange bedfellows. And none of that should scare us; it should liberate us to do whatever this moment requires.
We know these investments in each other, our marketplace, and the economy will pay off. That’s why NBCUniversal is creating more marketing training and development resources while mapping out a new open-source technology structure—one that will streamline all advertising processes, bring measurement into the 21st century, and completely transform the way marketers transact with us. But we’re only one company; we need others to join us.
Together, we can make sure transformation and responsibility are not just buzzwords, but a shared playbook. Real transformation is possible, and recovery is on the horizon—so let’s give each other the permission to be courageous, open up, and share the responsibility.
So imagine how she will transform Twitter…
Well, you shouldn’t be surprised if you’ve been around and know that ELON MUSK IS THE GRANDSON OF A JEWISH-CANADIAN LEADER OF THE TECHNOCRACY MOVEMENT, OPENLY BACKED BY MASONS AND THE ROCKEFELLERS
What everyone should really ask themselves: is there causality between Musk being resigned and Tucker being re-platformed?
LATER UPDATE: I’ve wrongly presented her as a Biden pick for a consultant position, when, in fact, it was Trump who brought her to the White House
To be continued?
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! Articles can always be subject of later editing as a way of perfecting them