The 10 Most Influential Marketing Leaders To Watch In 2023_compressed.pdf

THE
INSPIRING THE BUSINESS WORLD
CI
The Science of Persuasion
Psychological Principles
for Influen al Marke ng
Pg.No: 20
Pg.No: 28
From Havas France to Spearheading
the Growth of Havas Africa Network
Vineel
The10 Most
Influential
L E A D E R S
Watch In2023
to
Vineel Agarwal
CEO Havas Africa network
HAVAS Group
Social Media Influence
Leveraging Pla orms for
Powerful Marke ng Results
July | ISSUE : 04 | 2023

Power
should be
reserved for
weightlifting
andboats,cause
Leadership
really involves
responsibility.

Editor’s
Note
n the fast-paced world of marketing, visionary
Ileaders have emerged as trailblazers, reshaping the
industry. These inﬂuential marketing leaders
prioritize customers, using empathy to build trust and
loyalty. They think outside the box, employing creativity
and innovation to craft captivating campaigns that
resonate with audiences.
Data-driven decision-making is a hallmark of their
success, using insights to optimize strategies and drive
measurable results. Beyond business success, they
embrace social and environmental responsibility, using
their platforms for positive change.
Thought leaders in the marketing community, they
share expertise through speaking engagements and
mentorship, inspiring the next generation of marketers
to embrace creativity and purpose. Committed to
continuous learning, they adapt to the ever-changing
landscape and remain at the forefront of the industry.
Marketing
Leaders
Setting
Benchmarks

With this mandate, The CIO World brings forth these
leaders through its latest edition, The 10 Most
Inﬂuential Marketing Leaders To Watch In 2023, for
their exceptional contributions, and we look forward to
their continued impact in the dynamic marketing world.
Their vision and customer-centric approach inspire
marketers to aim higher and elevate the industry
collectively.
Have an enlightening read ahead!
-Prh D. Bombarde
CIO

From Havas France
to Spearheading the
Growth of Havas Africa Network
Vineel
08
C
O
V
E
R
S
T
O
R
Y

Articles
CXO
Profile
Clāra (Tuong-Minh) Ly-Le
From Naive Novice to
Experienced Entrepreneur
24
16 32
20 28
Social Media
Influence
Leveraging Pla orms
for Powerful
Marke ng Results
The Science of
Persuasion
Psychological Principles
for Influen al Marke ng
Vineesha Satwani
Crea ng the Ci zen-Centric
Service of the Future Using
Emerging Technologies
Yaman Joshi
The 10 Most Influen al
Marke ng Leaders
to Watch in 2023
C O N T E N T S

CREDITS
THE
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Editor-in-Chief
Business Development Execu ves
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SME-SMO Execu ve
Digital Marke ng Manager
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Sales Execu ves
Execu ve Editor
Nicole Smoot
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Chidiebere Moses O.
Nancy B., Sarah M.
Jane Adans
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Paul White
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Michael D., Aaron S.
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RNI No.: MAHENG/2018/75953
Issue 04 | JULY | 2023
Renuka Kulkarni

S
99c
99c.co.za
Andrew Brand
Managing Director
Andrew Brand is the
MD of Ninety9cents,
a communica ons
agency that believes
in work that works.
Sauce Adver sing
sauceadver sing.co.za
Heimat Werbeagentur
heimat-zuerich.com
Ma hew Cooper
Director
Maik Richter
CEO
Ma hew is the Director
of Sauce Adver sing and
a crea ve thinker and
creator that believes
crea vity and ideas are
born from having fun,
loving what you do and
where you do it.
Maik is the leader of
Heimat Werbeagentur,
a disrup on company.
They create disrup ve
brand experiences.
Jung von Ma
jvm.com
Ma as Protzmann
Co-founder & CEO
Ma as is the leader of Jung
von Ma is – in terms of awards
for both crea vity and
efficiency – the most successful
adver sing agency group in
German-speaking countries.
The agency offers its clients
crea ve and efficient marke ng
communica on across all
channels and disciplines.
EloQ Communica ons
eloqasia.com
Dr. Clāra Ly-Le
Managing Director
Dr. Clāra Ly-Le is passionate
in delivering successful
public rela ons campaigns
(PR and crisis consul ng,
strategic planning, implemen ng,
stakeholder and media rela ons,
media wri ng, and event
coordina ng) for clients from
diversified industries.
Featuring
Company
Brief
Featuring
Company
Brief
FamousGrey
famousgrey.com
Francis Lippens
CEO
Francis is keen towards
making clients happy
with crea ve, yet effec ve
communica on while
helping crea ves sell and
produce their crazy ideas.
HAVAS Group
havasmg.co.za
Vineel Agarwal
Vineel is the leader of
HAVAS GROUP, offering
best-in-class services in the
fields of programma c
buying, mobile, data
consul ng, performance
marke ng, out of home
and geolocal, and social
media across 150 countries
worldwide.
LOLA MullenLowe
lola-mullenlowe.com
Miguel Simoes
CEO
Miguel has been instrumental
in developing the LOLA brand
to be ranked among the Top
10 European Agencies of the
Decade in the Cannes Lions
2020 Report, making it an
interna onal magnet for
great talent and brave
interna onal clients.
Ar fact Adver sing
ar fact.co.za
Philasande Sokhela
Director
Philasande Sokhela is an
experienced Director with
a demonstrated history of
working in the marke ng
and adver sing industry.
HI-COM
hicom-asia.com
Stephane Choury
CEO & Co-founder
Stephane is the leader of
HI-COM, thoroughly specialized
in content localiza on,
interpre ng, mul lingual
communica on and
China-specific digital
marke ng solu ons.
Featuring
Company
Brief

C
O
V
E
R
S
T
O
R
Y
Vineel Agarwal
HAVAS Group

From Havas France
to Spearheading the
Growth of Havas Africa Network
Vineel
The 10 Most Influen al Marke ng Leaders To Watch In 2023
Havas is a
cu ng-edge, integrated
communica ons network
that brings together all its
exper se under one roof. As
a leader in the “Village”
model, the agency offers
one unified vision and
purpose.

world where businesses thrive, brands dazzle, and
Apeople are inspired. Sounds like a utopia, right? But
it’s not impossible.
In today’s ever-evolving business landscape, it takes more
than just good service and quality products to make a real
impact. It’s all about creating a truly unforgettable culture.
A culture that keeps customers coming back for more and
inspires teams to work together towards a common goal.
With a mission to make a meaningful difference to the
brands, businesses, and people she works with by creating
meaningful teams and cultivating an amazing culture,
Vineel Agarwal, CEO at Havas Africa, is committed to
delivering exceptional results to clients. As a seasoned
business leader with years of experience in strategy,
marketing, and innovation, Vineel understands that success
is not just about providing quality products and services but
also about building strong relationships with customers and
clients.
With her extensive expertise and exceptional leadership
skills, Vineel has helped numerous organizations overhaul
their business operations, devise compelling marketing
strategies, and establish highly efficient teams that yield
tangible results.
She firmly believes that each business poses unique
challenges that demand a personalized approach, and
therefore, she collaborates closely with her clients to
comprehend their specific requirements and design bespoke
solutions that deliver substantial value.
At the core of Vineel’s methodology lies her unyielding
dedication to fostering a culture of innovation and
excellence. She recognizes that a robust company culture is
indispensable, and through her guidance, the network has
evolved into the most prominent proprietary agency
network on the continent, exhibiting remarkable year-on-
year growth for the past three years. Under her leadership,
Havas Africa has achieved unprecedented success, earning
accolades from clients and industry peers alike.
Explore Vineel’s journey with us in greater detail. Uncover
the path that led her to success and the challenges she
faced along the way.
Excelling, Breaking Norms and Pioneering Leadership
with Havas Africa’s Vineel
Vineel began her 16-year journey in the communication and
advertising industry with Havas in France. With a creative
background, she soon ventured into the media industry.
Today, she is in charge of managing the Havas Village in
South Africa and the Rest of Africa, where Havas offers
full-service agencies which specialize in creative, media,
PR, and events.
Vineel has been an integral part of the Havas Africa
network since 2014, helping to launch and develop many of
its agencies. She has spearheaded the network’s growth
over the past three years, making it the most successful
proprietary agency network in Africa, with consistent year-
on-year growth.
Key aspects of the development and change she has
brought about:
v In Africa, where data-driven strategies were still novel,
Havas invested in research and developed tools and
systems to stay at the forefront. All of their agencies
are managed by local experts and experienced
specialists, supported by regional headquarters in South
Africa and France.
v They emphasize the evaluation of outcomes to ensure
their clients reach their objectives and discover new
methods of engaging with their audience. With a focus
on localized strategies, they prioritize working with
international companies managed locally in Africa.
There’s no other industry
quite like adver sing. It’s an
art that brings us closer to the
people we are crea ng for
and requires a deep
understanding of the people
our brands serve.
Transforming Brands, Businesses, and People Through
Exceptional Leadership and Meaningful Solutions!

v Vineel has been a key contributor to Havas’
Meaningful Media & Meaningful Brands research,
enabling customers to create powerful, memorable
experiences. As a mentor to female leaders in South
Africa, Ivory Coast, Kenya, Burkina Faso, Senegal,
and Gabon, Vineel has been instrumental in giving new
leaders at Havas Africa the platform to share their work
and follow their dreams.
Experience the Revolutionary Power of the Havas
‘Village’ Model
Havas is an integrated communications network that
utilizes the “Village” model to provide a unified vision and
purpose. Their Meaningful Brands philosophy makes them
stand out, encouraging an impact on the brands and people
they work with, as well as providing meaningful teams and
talent to foster an outstanding culture.
Havas is a leader in digital innovation, creating tools and
offerings like Havas Market, Havas CX, the Media
Experience (Mx) operating system, and the Polaris Suite to
Adver sing is also all
about great ideas.
If this is something
that fills your heart
with passion, then go for
it and enjoy the ride.

foster strong collaborations between publishers, suppliers,
and the brands they work with. Their commitment to
excellence has earned them a 5th-place ranking amongst
rd
global media agencies and the 3 most awarded creative
network.
Unfazed by the Odds
1. Solution-based approach – Always hearing clients out
and finding a way forward positively.
2. Straightforwardness – Being open and having hard
conversations without wasting time, ensuring
everyone is informed and aligned.
3. Ability to think creatively and out of the box, even in
the most unfriendly situations.
4. Winning attitude – If they say yes to something, they
go all out and do it like a winner.
5. Power of Support – Always there to support the teams
and clients.
6. Turning things around with limited means many times,
prioritizing the needs.
Pioneers in Research, Data & Tools
In the past 12 years, Havas Africa has grown to become a
multi-local and PanAfrica network, present in 10 markets
across the continent.
They have invested in data and tools such as Africascope,
the Prosumer report, and many others which has enabled
them to deliver research and insights into the most niche
markets. Also, the team remains dedicated to market
research and regularly conducts surveys and focus groups
to ensure success for its customers.
Small and medium-sized businesses can benefit from its
one-stop-shop solution, with cost-effective communication
and prompt execution. With their size, they can remain
connected to customers and consumers while still having
the stability of a larger organization. Superior customer
service is a key priority, as they realize the importance of
delivering excellent service and a satisfactory customer
experience.
Comprehensive Range of Services
Havas Africa provides several services:
• Brand & communication strategy.
• Media strategy.
• Audience and market research.
• Creative conceptualization, development, execution,
and production.
• Media planning, buying, monitoring, and optimization
across all ATL and digital media.
• Inhouse expertise on all digital media: social, search,
display, and OLV.
• PR & crisis comms.
• Events and activations, BTL.
Harnessing African Technology
The media and technology landscape is continuously
changing, and it is essential to assess the advantages of
these advancements. In the creative industry, concepts are
key. She strongly believes that ideation is an exciting and
emotionally charged experience. She does not think AI and
similar technologies have a major effect on this process yet.
However, from an implementation perspective, AI could
potentially offer some impressive solutions, even though it
is still in its early stages.
In Africa, technology is developing rapidly, often leaping
ahead of the West to keep up with the pace. Consequently,
newer systems are being adopted quickly - unsurprisingly,
due to the energetic and innovative nature of the African
consumer themselves.
Navigate the New Post-Covid Industry with Resilience
and Creative Solutions
Post-Covid, the industry is in a unique position; while
uncertainty persists, communication has become a vital
resource for businesses and people, carrying a heavy
responsibility. Marketers and agencies should strive to
foster genuine thought leadership, always keeping the
brand’s objectives in focus. However, in Africa, political
and economic instabilities can hamper marketing efforts,
yet companies remain flexible and strong, constantly
innovating and creating new offerings to stay current.
Havas Africa takes pride in its culture of young, talented,
and dynamic employees, making it an attractive workplace.
Similar to the global sector, where high turnover has been
an issue in retaining talent, the organization has
implemented numerous network programs and offerings,
providing staff with the chance to work remotely and gain
access to travel exchanges. Furthermore, Havas University,
Havas very own internal learning platform has provided a
range of courses and certifications, with teams across the
African network showing impressive uptake and even
contributing to their creation.

CIO
Embrace the Art of Advertising
“There’s no other industry quite like advertising. It’s an art
that brings us closer to the people we are creating for and
requires a deep understanding of the people our brands
serve. Advertising is also all about great ideas. If this is
something that ﬁlls your heart with passion, then go for it
and enjoy the ride.” She exclaimed.
She emphasizes how creative ideation and media planning
is at times driven too seriously and methodically, whereas it
is important to remember that we, as consumers, should be
creating something that we would be proud of, as opposed
to simply delivering a piece of work. At the same time, she
reiterates the importance of being responsible for our work,
as it can often have an impact on millions of people.
Ultimately, she encourages us to do good, honest, and
meaningful work.
Havas Leads the Way with Impressive Wins
and Innovative New Products
Havas Africa concluded 2022 on an upbeat
note, with noteworthy accomplishments
across a wide range of sectors from
alcohol to transportation to FMCG. To
remain robust in a continually evolving
environment, they intend to carry on
broadening their portfolio. Presently,
they are among the top 5 agencies in
many African countries, and their
ambition is to be in the lead in the
forthcoming year.
Havas has made a major impact on the
global market in the past 1-2 years, with
their e-commerce solution gaining
considerable traction. Their integrated creative
and media strategy has delivered eﬀective
outcomes, with the daily production of 360 solutions
and creative concepts for clients and consumers. There is
much excitement for what the future holds in the upcoming
months.
Unparalleled Excellence in Service and Recognition
● Employee awards: Vineel Agarwal, Most Inspiring
Leader, 2019, by the French South African Chamber
of Commerce (FSACCI)
Under Vineel’s Mentorship:
● Katherine Couzyn, M&G Top 200 Young South
Africans, 2021, by Mail & Guardian

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CIO

The 10 Most Inﬂuen al Marke ng Leaders To Watch In 2023
My entrepreneurial
journey began
unexpectedly, with little
to no preparation for
the opportunity that
presented itself. I had to
invest a considerable
amount of time and
effort into learning the
intricacies of business
growth, human
resources, and
operations.
Dr. Clāra Ly-Le
Managing Director
www.thecioworld.com July, 2023
16

Dr. Ly-Le Unexpected Entrepreneurial Journey of
Overcoming Challenges to Grow a Thriving Business!
mbarking on the entrepreneurial path can be both
Ecaptivating and rewarding, yet it demands strength,
courage, resilience, and a clear vision of success.
Despite the potential hardships and moments of doubt, the
journey offers life-altering experiences that will fuel
progress toward objectives and inspire one to "Never give
up." Dr. Clāra Ly-Le faced an unexpected opportunity, but
she embraced the challenge and dove into the unknown
with unflinching determination. She committed to
mastering the fundamentals of business growth, human
resources, and operations, and she worked diligently to
make it happen. Consequently, she succeeded in her
endeavor.
Despite facing a number of obstacles throughout her
journey, Dr. Ly-Le showed tremendous resilience and
determination and never gave up. Through sheer grit and
perseverance, she was able to triumph over the challenges
and eventually reached the top. There were a few setbacks
and difficulties along the way, but she ultimately emerged
victorious.
Consequently, she is now a Managing Director at ELoQ
Communications - A prestigious Public Relations and
Integrated Marketing Communications agency in Ho Chi
Minh City, Vietnam. In other words, she has proved that
with hard work and commitment, anything is possible.
As the Managing Director, Dr. Ly-Le is responsible for
overseeing the agency's operations, driving business
growth, and ensuring that the agency's clients receive top-
notch services. Her role is multifaceted, and she works
closely with the agency's team members to ensure that
everyone is aligned with the agency's goals and objectives.
Dr. Ly-Le expertise in Public Relations and Integrated
Marketing Communications has been instrumental in
propelling EloQ Communications to success. Her strategy
and business savvy have enabled the agency to become a
top player in the communications industry, delivering
cutting-edge solutions to its clients and resulting in
increased clientele and profits.
From the hardships and struggles to the successes and
victories, let us uncover the story of her inspiring journey
as an entrepreneur.
Please brief our audience about EloQ Communications,
its USPs, and how it is currently positioned as one of the
leading PR and IMC value provider companies.
EloQ Communications is a boutique public relations (PR)
firm in Vietnam that specializes in serving international
clients. Our mission is to act as a local partner for these
companies, connecting them with Vietnamese customers
and bridging the communication gap. We take a unique
approach to servicing foreign customers, leveraging our
deep understanding of local business practices, culture, and
target audience techniques. As local specialists, we advise
our clients on how to tailor their messaging and engage
with local media while embracing diversity in all its forms.
Our organizational culture values equality and diversity,
and we actively promote opportunities for women to
advance in the workplace.
Tell us more about EloQ Communications' innovative
services and what impact they are making in the
industry.
Our agency offers a comprehensive suite of services that
covers all aspects of marketing and PR.
From Naive Novice to Experienced Entrepreneur
Clāra (Tuong-Minh) Ly-Le
17

From PR and social marketing to digital marketing,
influencer marketing, business and product branding, crisis
communication, integrated strategic planning, and event
planning, we provide our clients with the best of the best in
marketing and PR services.
Our skills have gained wide appreciation, allowing us to
partner with renowned Fortune 500 organizations, both
domestically and internationally, as well as quickly
advancing startups. These include the well-known
messaging app Viber, the Hong Kong Tourism Board, and
the top biopharmaceutical company AstraZeneca.
Our agency is committed to achieving remarkable outcomes
by collaborating with our client's goals. Recently, we
partnered with AstraZeneca to create a successful disease
awareness campaign during the pandemic, saving millions
of lives, as well as assisting tech and hospitality companies
to effectively market their services to their customers.
Additionally, we provide our clients with superior service,
paying attention to their individual needs and constructing
tailored strategies to ensure successful results. With our
expertise and knowledge, we are able to help our customers
meet their marketing and PR needs and further the growth
of their businesses.
Please brief us about yourself, your journey in the PR
industry, and what inspired you to venture into this
sector.
My aim for a long time has been to raise the PR industry in
Vietnam to the same level of global recognition as other
countries. Unfortunately, the PR sector in Southeast Asia
and Vietnam, in particular, is often viewed as backward,
leading to an underestimation of our strategic planning and
creative skills. Multinationals often hire us to simply
implement their pre-set plans, which can cause problems
due to cultural and language barriers that are
not taken into account.
Despite this, companies remain hesitant to trust
local PR practitioners, despite the fact that
many innovative ideas originate in this region.
My professional goal is to challenge these
preconceptions by establishing my boutique PR
agency, EloQ Communications, that caters to
foreign clients and highlights the creative
potential of Vietnamese practitioners.
What is your opinion on the adoption of
modern technologies in Integrated
Marketing Communications and Public Relations?
For more than a decade, I have seen the industry transform
with the adoption of modern technologies. PR and IMC
have shifted to include digital tools, platforms, and
practices that have reinvented the way we communicate.
Technology has made it possible for us to work smarter,
monitor performance and hone our PR and IMC
approaches. Automation software helps us automate
marketing and PR tasks and free up resources for more
strategic initiatives. Data analytics tools allow us to track
the success of campaigns and assess their effect, so we can
modify our strategies. Virtual, augmented, and AI has
created captivating experiences that engage our audience in
unique and imaginative ways.
As a PR professional, I recognize the vital role technology
plays in revolutionizing the PR and IMC industries. Data-
driven insights allow us to tailor campaigns and form
stronger connections with our audiences, resulting in
greater loyalty. To stay competitive and gain an edge in the
digital age, I believe it is essential to embrace modern tech.
By utilizing the latest technology, we can create more
effective campaigns, reach a wider audience, and remain
ahead in the ever-evolving digital landscape.
As a leading company, what were the major challenges
that you faced while in the initial stages of your
business? What challenges do you face now?
Beginning my entrepreneurial journey without warning and
with no prior preparation, I had to invest a great deal of
time and energy in understanding the ins and outs of
business growth, human resources, and operations.
At the start of my venture, I faced a number of considerable
issues. Unfamiliar with the sector, I made several missteps,
18

like inefficient
delegation, excessive
hiring, and making
promises that could not
be fulfilled. Fortunately,
I was able to overcome
these setbacks by
gaining a better
understanding of my
team's capabilities and
limitations and
allocating tasks
accordingly.
To stay competitive and
profitable in a rapidly
changing market, it is
essential to have a
strong team. Recruiting
and retaining top talent, and managing resources effectively,
are key to success. When delegating tasks, new entrepreneurs
should be mindful, hire the right staff and set achievable
goals for their clients. Achieving success requires effective
delegation and collaboration. People are a company's most
valuable asset.
What would be your advice to budding entrepreneurs
who aspire to venture into the industry?
My advice for budding entrepreneurs is to develop a robust
business plan, cultivate a strong network, and remain
resilient. A strong business plan is essential for any
successful venture, as it serves as a guide to reaching your
objectives and a framework for expansion. Additionally,
building a strong network is paramount for entrepreneurs to
identify potential partners, investors, and customers.
Finally, staying resilient and persisting through challenges
is essential for success in the highly competitive world of
entrepreneurship.
What are your key takeaways in business when you look
back at EloQ Communications' journey so far?
EloQ Communications has learned vital lessons about
business through its journey. It has adapted to stay on top of
client needs in the digital era, prioritizing quality services
and customizing offerings, which has made it a dependable
partner. Technology has been used to boost services and
simplify procedures, and data-driven strategies have been
utilized to assess strategy performance.
EloQ also understands the importance of a strong team
with diverse skill sets and invests in employee training
and development to deliver outstanding results.
Sustainability is another priority, with ethical practices
incorporated into operations and support for social and
environmental initiatives. By following this roadmap,
businesses can ensure long-term success and sustainability
while also making a positive impact on the world.
Please give us a few testimonials of your
clients/customers and a list of awards/recognitions that
accurately highlight your organization's position in the
market.
EloQ Communications has achieved remarkable success
in recent years, cementing its position as a premier PR
and social media agency. In 2021, the agency was
honored with the Best PR Agency Award at the ASEAN
PR Excellence Awards, named Best Social Media Agency
by TDA, and listed as a Top 10 Social Media Marketing
Solution and Top 16 Content Company by PR Expert and
BestStartup.Asia, respectively.
The following year, EloQ Communications was named
Agency of the Year 2021 by Ad World Masters and was
recognized as one of the top Southeast Asia social media
marketing companies and startups by Best Startup Asia.
Additionally, the agency won three categories in the Tech
Behemoths Awards 2022: advertising, marketing strategy,
and social media marketing.
19

In today's digital age, social media has become an
indispensable tool for businesses seeking to enhance
their marketing strategies. With billions of users
worldwide, platforms like Facebook, Instagram, Twitter,
LinkedIn, and TikTok offer unparalleled opportunities to
connect with target audiences and build brand influence.
Further, we will explore the art of leveraging social
media influence for powerful marketing results.
Understanding Social Media Influence
Social media influence refers to the ability of individuals
or brands to affect the opinions, behaviors, and
purchasing decisions of their followers and audiences on
various platforms. Influencers are individuals who have
developed a substantial following and wield significant
credibility and authority in their niche. Brands can tap
into these influencers' networks to amplify their
messages and reach new potential customers organically.
Identifying the Right Influencers
The success of any influencer marketing campaign
depends on partnering with the right influencers. It's
crucial to identify influencers whose values align with
your brand and who have a genuine interest in your
products or services. Moreover, assessing an influencer's
engagement rate, reach, and relevance to your target
audience is essential. Micro-influencers, with smaller but
highly engaged followings, can be just as effective as
macro-influencers in certain niches.
Authenticity and Trust
One of the core reasons why influencer marketing works
so effectively is the sense of authenticity it brings to a
Leveraging
Platforms for
Powerful
Marketing Results
20

Social Media Inﬂuence
21

brand's message. Audiences tend to trust recommendations
and endorsements coming from influencers they follow, as
they perceive them as more genuine than traditional
advertising. When influencers share their personal
experiences with a product or service, it creates an
emotional connection with their followers, leading to
increased brand trust and loyalty.
Harnessing the Power of Storytelling
Storytelling is a powerful tool in marketing, and social
media provides an excellent platform for brands and
influencers to tell compelling stories. A well-crafted
narrative can evoke emotions, create relatability, and leave
a lasting impression on the audience. By integrating their
products or services into authentic stories, brands can make
a more profound impact on their potential customers,
increasing the chances of conversion.
Creativity and Visual Appeal
In the fast-paced world of social media, capturing attention
is crucial. Creative and visually appealing content is the key
to stopping the endless scrolling and making an impact.
Brands must work with influencers to develop visually
striking content that aligns with their brand image. Whether
it's eye-catching images, captivating videos, or interactive
posts, a creative approach can set a brand apart and drive
higher engagement.
Leveraging User-Generated Content
User-generated content (UGC) is another valuable asset that
brands can tap into through influencers. Encouraging
followers to create content featuring their products and
services not only increases engagement but also builds a
sense of community around the brand. By sharing UGC,
brands can demonstrate the authentic experiences of their
satisfied customers, further reinforcing their credibility and
influence.
Strategic Platform Selection
Not all social media platforms are created equal, and each
one caters to different demographics and interests. Brands
must identify the platforms where their target audience is
most active and tailor their influencer marketing campaigns
accordingly. For instance, Instagram may work best for
fashion and lifestyle brands, while LinkedIn might be more
suitable for B2B marketing. Understanding each platform's
nuances is vital to maximizing the impact of influencer
collaborations.
Measuring and Analyzing Results
As with any marketing strategy, it's crucial to track the
performance of influencer marketing efforts. Brands should
establish key performance indicators (KPIs) before
launching campaigns and use analytics tools to measure
their success. Metrics such as engagement rate, reach, click-
through rates, and conversion rates can provide valuable
insights into the campaign's effectiveness. Analyzing these
data points allows brands to refine their strategies and
improve future influencer collaborations.
Conclusion
In conclusion, leveraging social media influence is a potent
approach to achieving powerful marketing results. By
partnering with the right influencers, embracing
authenticity, harnessing the power of storytelling, and
creating visually appealing content, brands can effectively
connect with their target audience, build trust, and
ultimately drive conversions. As social media continues to
evolve, businesses that adapt and leverage these platforms'
potential will gain a competitive edge in the ever-changing
digital landscape.
-Adiba Trade
CIO
22

G
overnments around the world are constantly
looking for ways to improve the quality of life for
their citizens and residents. One way to achieve
this is by creating citizen-centric services that are tailored to
the needs and preferences of the people they serve. With
the advent of emerging technologies such as artificial
intelligence, digital twin, data analytics, and metaverse,
governments have more tools at their disposal than ever
before to improve citizen-centric services.
The Importance of Citizen-Centric Services
Citizen-centric services are services that are designed with
the needs and preferences of citizens in mind. They are
designed to be accessible, user-friendly, and efficient and to
provide a high level of customer satisfaction. Citizen-
centric services are critical to the success of any government,
as they help to build trust between citizens and the
government, and they also help to improve the quality of
life for citizens.
Emerging Technologies that Improve Citizen-Centric
Services
Artificial Intelligence (AI)
Artificial intelligence is one of the most powerful emerging
technologies that governments can use to improve citizen-
centric services. AI can be used to automate repetitive tasks,
analyze data, and make predictions about citizen needs and
preferences. For example, AI can be used to analyze citizen
data and make predictions about which services will be in
high demand, allowing governments to allocate resources
more efficiently. AI can also be used to personalize services
based on citizen preferences, providing a better customer
experience.
Digital Twin
Digital twin technology involves creating a digital replica
of a physical system, such as a city or a building. Digital
twin technology can be used by governments to simulate
the impact of different policies and initiatives on citizens.
For example, governments can use digital twin technology
to simulate the impact of a new public transportation
system on traffic congestion, air pollution, and citizen
satisfaction. This can help governments to make better
decisions about how to allocate resources and design
services.
Data Analytics
Data analytics involves using statistical and computational
methods to analyze large data sets. Governments can use
data analytics to identify trends and patterns in citizen
behavior and to make predictions about future citizen needs
and preferences. For example, governments can use data
analytics to analyze social media data to identify which
Creatingthe
Citizen-Centric
Serviceofthe
Future Using
Emerging
Technologies
By Vineesha Satwani, Advisor
– Digital Transformation & Strategy
24

Vineesha Satwani
Advisor – Digital
Transforma on & Strategy
25

issues are most important to citizens. They can then use this
information to design services that are tailored to citizen
needs.
Metaverse
The metaverse is a virtual world that is created by the
convergence of virtual reality, augmented reality, and other
emerging technologies. The metaverse has the potential to
transform citizen-centric services by providing a more
immersive and engaging customer experience. For example,
governments can use the metaverse to create virtual citizen
service centers, where citizens can interact with government
employees in a virtual environment. This can provide a
more efficient and convenient way for citizens to access
government services.
Examples of Governments Using Emerging
Technologies to Improve Citizen-Centric Services
One government has used consumer behavior analytics to
improve citizen-centric services. The government analyzed
citizen data to identify which services were most in demand
and then used this information to design services that were
tailored to citizen needs. The government also used
machine learning algorithms to predict which services
would be in high demand in the future, allowing them to
allocate resources more efficiently.
Another government has used digital twin technology to
simulate the impact of a new public transportation system
on citizen satisfaction. The government used the digital
twin to simulate different scenarios and then used citizen
feedback to refine the design of the new system. This
helped to ensure that the new system was optimized to meet
citizen needs and preferences.
Governments can utilize Digital Immune Systems to protect
their networks and sensitive data from cyber threats, while
Industry Cloud Platforms can help them efficiently manage
and deliver citizen-centric services. Platform Engineering
can enable governments to build and operate scalable
digital platforms, while Wireless-Value Realization can help
them leverage wireless technology for improved
connectivity and communication. Superapps can offer a
centralized hub for citizens to access multiple government
services, while Adaptive AI can help automate and optimize
various processes. Sustainable Technology can help
governments reduce their carbon footprint and promote
environmentally-friendly practices in their operations.
Use of AI in government Services and paving the way
for an efficient future
The use of AI in government services can significantly
improve efficiency, reduce costs, and provide better
services to the public. The integration of AI in
various government services can assist public
organizations in making data-driven
decisions, analyzing and evaluating public
feedback, and providing personalized
services to citizens. AI-powered
chatbots can help in answering
citizens' queries, provide accurate
information, and reduce wait times.
This is particularly important in
situations where citizens need
urgent assistance, such as in
emergencies or natural disasters.
AI can also help governments in
decision-making processes. The
26

analysis of large datasets using AI algorithms can
provide governments with valuable insights into
various issues, such as economic development,
healthcare, and environmental concerns. With AI,
governments can identify patterns and trends in
data that humans may not be able to spot, leading
to more informed decisions. For instance, AI can
be used to analyze traffic patterns and optimize
traffic management systems, resulting in
reduced congestion and improved
traffic flow.
NLP, or natural language
processing, is a vital
aspect of AI that can
help governments
with language
translation and
sentiment analysis.
Governments can
use NLP to process
vast amounts of
public feedback in
real time, enabling
them to respond
proactively to public
concerns. Sentiment
analysis can also be used to
gauge the public's perception of
various government initiatives,
allowing public organizations to modify
their programs accordingly.
Machine learning is another AI technology that can help
governments by predicting future trends and identifying
patterns in data. For example, machine learning can be used
to predict which areas are more prone to flooding or natural
disasters, allowing governments to take preemptive
measures and prepare for such situations.
However, the use of AI in government services also comes
with risks. One of the significant concerns surrounding AI
in public services is privacy. Governments must ensure that
citizens' data is secure and protected from misuse or
unauthorized access. Transparency is also crucial, and
governments must be transparent about the data they collect
and how they use it.
Another concern is the potential bias in AI algorithms. AI
models are only as good as the data they are trained on, and
if the data is biased, the model will produce biased results.
Therefore, it is essential for
governments to ensure that their AI
systems are transparent and unbiased and
that they do not unfairly discriminate
against any group of people.
In conclusion, emerging technologies such as
artificial intelligence, digital twins, data analytics, and the
metaverse have the potential to revolutionize citizen-centric
government services. By harnessing the power of these
technologies, governments can improve their services,
increase efficiency, and enhance the quality of life for
citizens and residents. However, as with any new
technology, risks, and challenges must also be considered,
such as privacy concerns and the need for proper training
and oversight. It is important for governments to take a
thoughtful and strategic approach to implement emerging
technologies in their services to ensure the best possible
outcomes for all stakeholders. Ultimately, the future of
citizen-centric government services looks bright with the
incorporation of emerging technologies.CIO
27

arketing has come a long way from
Mtraditional advertising to the digital
landscape we know today. In this
dynamic environment, understanding and
applying psychological principles can
significantly impact the success of marketing
campaigns. The science of persuasion offers
valuable insights into human behavior and
decision-making, enabling businesses to create
more influential marketing strategies. Further,
we will explore some key psychological
principles that can be leveraged for persuasive
marketing.
Reciprocity: Give and You Shall Receive
The principle of reciprocity suggests that when
someone does something beneficial for us, we
feel obliged to return the favor. In marketing,
this can be applied by offering valuable content,
free resources, or exclusive deals to potential
customers. By providing something of value
upfront, businesses can create a sense of
indebtedness, increasing the likelihood of future
engagement or purchases.
Social Proof: The Power of Numbers
Humans are social creatures who often look to
others for guidance on how to behave. Social
proof is the psychological principle that taps
into this behavior. Testimonials, reviews, and
user-generated content all serve as powerful
social proof elements in marketing. When
potential customers see others positively
interacting with a product or service, they are
more likely to trust the brand and follow suit.
Psychological
Principles forInfluential
Marketing
28

The Science of Persuasion
29

Scarcity: The Fear of Missing Out
Scarcity is a psychological principle that triggers the fear of
missing out (FOMO). When something is limited or
exclusive, it becomes more desirable. Creating a sense of
urgency through limited-time offers, limited-edition
products, or exclusive memberships can drive conversions.
Consumers are motivated to take action to avoid missing
out on something unique or valuable.
Authority: Trust in Expertise
People tend to follow the advice of those they perceive as
experts or authorities in a field. Brands can leverage this
principle by partnering with influencers, industry experts, or
celebrities who have credibility in their niche. Additionally,
providing authoritative content backed by research or
expert opinions can position a brand as a reliable source of
information.
Consistency: Commitment and Small Steps
Consistency refers to the psychological drive to act in
alignment with our past commitments and behaviors.
Businesses can use this principle by starting with small
requests or commitments and gradually increasing them.
For example, getting users to sign up for a newsletter may
lead to more significant commitments, such as subscribing
to a service or making a purchase.
Anchoring and Decoy Effect: Framing Perception
Anchoring is a cognitive bias where individuals rely heavily
on the first piece of information they receive when making
decisions. Marketers can use this principle by strategically
anchoring the price of a product or service. By presenting a
higher-priced option first, subsequent options might appear
more affordable in comparison.
Similarly, the decoy effect involves introducing a less
attractive option to make the desired option seem more
appealing. By offering a decoy product with inferior
features or higher pricing, businesses can influence
customers to choose the option they prefer.
Emotional Appeal: The Power of Feelings
Emotions play a significant role in decision-making.
Marketing campaigns that evoke strong emotions, such as
joy, fear, nostalgia, or empathy, tend to be more memorable
and impactful. Storytelling, visuals, and relatable content
are powerful tools to trigger emotional responses and forge
deeper connections with the audience.
Loss Aversion: Fear of Losing
Loss aversion is the psychological tendency to place more
value on avoiding losses than gaining equivalent benefits.
In marketing, emphasizing potential losses rather than gains
can be persuasive. Phrases like "limited-time offer" or
"don't miss out" appeal to the fear of missing a valuable
opportunity, encouraging customers to take action.
Gamification: Fun and Engagement
Gamification is the integration of game elements, such as
challenges, rewards, and competition, into non-game
contexts. Incorporating gamified elements into marketing
strategies can boost engagement and create a sense of
excitement among customers. Loyalty programs, reward
points, and interactive quizzes are examples of gamification
in marketing.
Personalization: Tailoring to Individual Needs
Personalization is the practice of customizing marketing
messages to suit the individual preferences and needs of
customers. Using data-driven insights, businesses can
deliver relevant content, product recommendations, or
offers to different segments of their audience. Personalized
experiences make customers feel valued and understood,
leading to increased brand loyalty.
Conclusion
The art of influential marketing lies in understanding and
applying psychological principles that resonate with human
behavior and decision-making processes. By embracing
reciprocity, social proof, scarcity, authority, consistency,
anchoring, emotional appeal, loss aversion, gamification,
and personalization, businesses can create persuasive
marketing campaigns that connect with their audiences on a
deeper level. As technology and consumer behavior
continue to evolve, harnessing the power of psychological
principles will remain a crucial strategy for successful
marketing in the future.
-Prh D. Bombarde
CIO
30

As the world of marketing rapidly evolves, it is
crucial for professionals to stay on top of
industry trends and be inspired by visionary
leaders. In this article, we highlight some of the most
influential marketing leaders to watch in 2023. These
individuals have consistently pushed the boundaries,
demonstrated innovative thinking, and made a
significant impact on the marketing landscape.
Anne-Marie Kline, Chief Marketing Officer at
Google
Anne-Marie is known for her ability to leverage data
and technology to deliver personalized marketing
experiences. She is at the forefront of developing new
advertising solutions and platforms that revolutionize
how marketers connect with consumers.
Alex Rodriguez, Chief Marketing Officer at
Amazon
Alex is leading Amazon’s marketing strategies,
particularly focused on expanding global reach and
creating seamless customer experiences. With a deep
understanding of consumer behavior, he is driving
innovative ad campaigns that shape the future of e-
commerce.
Sarah Chen, Chief Marketing Officer at Airbnb
Sarah is transforming the way travel and hospitality
brands approach marketing. Through her visionary
thinking and storytelling abilities, she is shaping
The
10
Most
Influential
Marke ng
Leaders
to Watch in 2023
-Yaman Joshi
32

My name is Yaman Joshi, Founder of Humanity First
Founda on, New Delhi, India.
I’m a Writer, Philanthropist, Social ac vist & Proud Indian.
Mo o - Help One & Count None
Aim of My Social Work - Working selflessly ll my last
breath for anyone in need.
The objec ve of My Social Work – To Help People So They
Can Help Themselves.
• We are a ZERO FUND Organiza on and do not take
any government aid or dona ons.
• Our Area of work is Health, Educa on & Environment
• We are working selflessly for society with the aim to
provide Free Health, Free Educa on & Sustainable
Environment.
• During Covid mes, our organiza on supported more
than 1.5 lac needy people with Masks, Sani zers,
Sanitary Pads, Meals & many more.
• For the last five years, we are and working towards
Educa on for Children who cannot afford school fees,
tui on fees, and basic educa on.
We are running programs such as Free Educa on Centre’s
for Girls and Free Computer Educa on Centre’s for
Everyone who wants to learn Computer Educa on.
About 2500 girls are being supported by our NGO with their
school fees and the Free Educa on Centre’s and also about
2100 People are being Educated by our Free Computer
Centre’s.
We are proudly working for the poor & needy sec on of
society for noble causes selflessly.
Apart from the Educa on field, we are also registered with
Ni Ayog, Delhi Police, and the Ministry of Social Welfare
and already running many successful awareness campaigns
like below:-
1. Transparent Delhi Campaign (We, with Delhi Traffic
Police, caught many offenders who were using Black and
Tinted Films on their Vehicles, and as per the Supreme
Court Guidelines, we cannot use any films and nted
substance on the vehicles, We did almost 15000 challans and
also caught many VVIP’s and VIP’s too who were misusing
the power)
2. Drink and Drive Campaign (Wherein we caught
offenders who were drinking and driving the vehicles and did
about 1560 challans)
3. Campaign Against Auto Rickshaws (Who refuse to hire,
Overcharge, and Misbehave with customers, more than
12000 challans done)
4. Dona on of Winter Clothes (Dona ng warm clothes to
people in slums)
5. Police Public Mee ngs (To bridge the gap between Police
and the Public)
Future Projects in Pipeline - Free Ambulance for Everyone,
Free Medicines for Everyone, and many more programs will
be launched soon.
Aboutthe
Author
33

Airbnb’s brand identity and redefining how marketers
engage with travelers seeking unique experiences.
Marcus Johnson, Chief Marketing Officer at Spotify
Marcus is revolutionizing music marketing through data-
driven insights and personalization. His expertise in
leveraging artificial intelligence and machine learning is
enabling Spotify to deliver tailored recommendations and
connect artists with their fans in unprecedented ways.
Samantha Lee, Chief Marketing Officer at Tesla
Samantha is redefining automotive marketing by
emphasizing sustainability and innovation. Her visionary
branding efforts are driving consumer awareness and
adoption of electric vehicles, positioning Tesla as a leader
in clean transportation.
Rahul Gupta, Chief Marketing Officer at Netflix
Rahul is adept at using data analytics and customer
segmentation to optimize marketing campaigns. He is
shaping Netflix’s global expansion strategy and leading the
development of groundbreaking content marketing
initiatives that captivate audiences worldwide.
Emily Nguyen, Chief Marketing Officer at TikTok
Emily is at the forefront of shaping TikTok’s marketing
landscape by harnessing the power of short-form video
content. With her ability to create viral campaigns and
engage Gen Z audiences, she is influencing how marketers
promote their brands on social media.
Javier Martinez, Chief Marketing Officer at Nike
Javier is a visionary leader in sports marketing who
understands the intersection of athleisure, technology, and
brand advocacy. Through strategic partnerships and
innovative campaigns, he is redefining how Nike connects
with sports enthusiasts and drives brand loyalty.
Chloe Sullivan, Chief Marketing Officer at Uber
Chloe is shaping the future of mobility marketing by
leveraging user insights and market trends. Her innovative
strategies, including personalized promotions and
partnerships with local businesses, are shaping the narrative
around convenient and sustainable transportation options.
David Harris, Chief Marketing Officer at Facebook
David is transforming Facebook’s marketing capabilities by
harnessing the power of AI and augmented reality. His
focus on generating meaningful connections and delivering
personalized advertising experiences has positioned
Facebook as a leading platform for digital marketers.
Conclusion
In the ever-evolving marketing landscape, keeping an eye
on influential marketing leaders is vital for staying ahead of
the curve. These are just a few industry leaders worth
watching in 2023. Their expertise, creativity, and innovative
approaches have consistently reshaped marketing strategies
and will undoubtedly continue to do so in the coming years.
As marketers, it is crucial to learn from their ideas, adapt
them to our own campaigns, and stay inspired by their
visions for the future.
These marketing leaders are paving the way for innovation
in their respective industries, and their strategic insights
provide invaluable guidance for marketers. By closely
watching their approaches and campaigns, marketers can
adapt to the ever-changing marketing landscape and create
impactful campaigns that resonate with their target
audiences.
34

We need to accept that we won’t
always make the right decisions,
that we’ll screw up royally
sometimes – Understanding that
failure is not the opposite of
success, it’s part of success.
- Arianna Huﬃngton

www.thecioworld.com
THE
CI

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