Marketing

General Motors CMO says speedy pivots are new marketing norm in coronavirus era

As the novel coronavirus started to strain U.S. hospital systems in mid-March, General Motors adjusted course to see if it could provide relief. Working with the medical device firm Ventec Life Systems, the automotive giant quickly shifted manufacturing resources to produce ventilators, a move that President Trump put additional pressure on by invoking the Defense Production Act.

“Our team … all on volunteer time and all apart from what they were doing to manage the current crises in the business, jumped in,” GM CMO Deborah Wahl said this week during a panel session organized by the Mobile Marketing Association (MMA).

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Coronavirus brings thorny issue of worker treatment to the marketing fore

Early in May, Tim Bray, a senior engineer at Amazon, resigned from the company, drawing a swarm of media attention. In a blog post, Bray wrote he had “snapped” over a series of firings at the e-commerce giant, most recently of warehouse workers who complained they were not receiving adequate protections to ward off the novel coronavirus. The act of protest was remarkable in coming from a senior-level employee, but mirrors a growing consumer concern around the health and safety of frontline workers amid a pandemic.

“That kind of public statement is rare, but it does happen when you have

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75% of ANA members have diversity plans, but only 40% apply them to marketing

Dive Brief:

  • Seventy-five percent of members of the Association of National Advertisers (ANA) have plans to hire suppliers with diverse backgrounds for their organizations, according to a new report shared with Marketing Dive.
  • While the majority of members have diversity plans, only 40% apply these strategies to marketing and advertising divisions, per ANA’s “The Power of Supplier Diversity” report. Additionally, 62% of companies cited identifying opportunities for diverse suppliers as a hurdle to their program while 54% reported difficulties in finding diverse suppliers.
  • Among members, 98% hope to diversify by working with women-owned businesses, 95% with ethnic/minority-owned companies, 90% with
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Nintendo only brand to rank in top 10 for online, offline marketing

Dive Brief:

  • Nintendo last year was the only brand among more than 600 to receive a top 10 ranking in both online and offline marketing campaigns, according to Engagement Labs research. The video game giant rose to No. 2 from No. 3 for having a “talkworthy” online campaign, while its Nintendo Switch console was ranked No. 9 for offline brand sharing.
  • PlayStation, the rival video game console made by Sony, had the highest online brand sharing score measured by Engagement Labs’ TotalSocial report. Nintendo, Microsoft’s Xbox, Pokémon, Betty Crocker, Pillsbury, Mattel, Wendy’s, Lego and Nike rounded out the top
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