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Gabriela Lungu - Despre marketingul cu rost

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Gabriela Lungu, Fondator, WINGS Creative Leadership Lab: ”Despre marketingul cu rost”
Este unul dintre cei mai cunoscuți experți români în comunicarea creativă de brand, cu 20 de ani de experiență. De aproape 5 ani lucrează în străinătate, mai întâi în Londra și apoi în Praga, pentru firme cu renume, în roluri de senior management cu responsabilități de coordonare europeană. Înainte de plecarea din țară, a fondat și a transformat într-un succes internațional agenția creativă de PR The Practice. Primii 10 ani din carieră i-a petrecut în grupul Ogilvy, unde a urcat toate treptele de la junior creative la top management. În toamna acestui an, a lansat WINGS, un laborator de leadership creativ.

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Gabriela Lungu - Despre marketingul cu rost

  1. 1. “What’s my purpose?”
  2. 2. There’s never been a more exciting and meaningful time in marketing!
  3. 3. WE CAN “PRACTICE ALTRUISM EVERYDAY, AND NOT JUST AT THE END OF OUR CAREER” Steve Vranakis, D&AD President, ADC*E Festival 2017
  4. 4. The integration of two of the things I know and love most: Commercial Creativity = advertising’s essence & Reputation Management (including Social Responsibility) = public relations’ essence 2017 @GabrielaLungu @WingsCLL
  5. 5. THE RISE OF PURPOSE-BASED MARKETING also known as pro-social marketing 2017 @GabrielaLungu @WingsCLL
  6. 6. Marketing with purpose is not a new concept
  7. 7. So what has changed recently? Why this rise of purpose?
  8. 8. Edelman 2017 Trust Barometer & Earned Brand Study
  9. 9. WHAT DOES A PURPOSE DO?
  10. 10. 2017 @GabrielaLungu @WingsCLL
  11. 11. WHAT TO LOOK FOR IN THE QUEST FOR A STELLAR PURPOSE
  12. 12. AUTHENTIC 2017 @GabrielaLungu @WingsCLL
  13. 13. ALIGNED 2017 @GabrielaLungu @WingsCLL
  14. 14. APPROPRIATE 2017 @GabrielaLungu @WingsCLL
  15. 15. ADEQUATE 2017 @GabrielaLungu @WingsCLL
  16. 16. APPEALING 2017 @GabrielaLungu @WingsCLL
  17. 17. ADVANTAGEOUS 2017 @GabrielaLungu @WingsCLL
  18. 18. Purpose makes business sense: Progressive marketing = 25% more effective. “Attention is a reward, not a right. People need to care enough to engage and spend time with us” Keith Weed, Unilever CMO, Cannes Lions 2017
  19. 19. Does your marketing have purpose?
  20. 20. @gabrielalungu @wingscll www.wings-lab.com

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