ANA Brand Masters Conference 2024 Q&A with Katie Williams, Chief Marketing & PR Officer, Haleon U.S.

What is the fundamental difference between the two when it comes to marketing and what is the biggest challenge or opportunity as CMO of Haleon Is it as simple as B2C vs B2BKate Williams Haleon was born in July 2022 as the first standalone consumer healthcare company in the world home to iconic and beloved brands like TUMS Sensodyne Advil Centrum and more As an organization now separated from a pharmaceutical parent we have new ambitions and expectations for how we connect and resonate with consumers We are excited to move faster on priorities like digital transformation and acceleration of our creative capabilitiesFrom my perspective the biggest challenge for any marketer now regardless of industry is the sheer magnitude and pace of change It is relentless For example the explosion of technology we39ve seen in the last year alone has come with its own set of navigational challenges from simple questions such as how to incorporate it into our daytoday to more complex ones like how to do so effectively and ethicallyHowever the explosion of new data and technology is also a huge opportunity empowering us to reach consumers where they are to improve and customize their products and content and evolve the ways we connect with them As a consumer health company this shortens the pathway for how we can best meet consumer needs and aid people in their personal health journeys making our mission to deliver better everyday health more tangibleAt the ANA Brand Masters Conference in April you39ll be speaking about quotDriving the Development of Purposeful Brands with Humanityquot as Haleon leads on quotreimagining everyday healthquot With your own deep roots in the CPG world including stints at Mondelez Kraft PampampG what39s your take on the Brand Purpose debate the industry is having these days PampampG and Unilever seem to be on opposite ends of the spectrum on this topicWilliams Everything we do at Haleon from marketing to innovation and beyond is in service of our purpose to deliver better everyday health with humanity That means doing everything in our power to make health more inclusive accessible affordable attainable and sustainableAt Haleon we believe that delivering on our purpose to deliver better everyday health to more people is not in conflict with our growth agenda In fact realizing our purpose is a critical component to delivering on our business goalsDelivering everyday health with humanity and doing that in an inclusive way that is who we are how we operate and how we grow It39s our longterm business strategyA key point of your presentation is based on Haleon39s focus on both purpose and growth Are these goals always complementary Are they ever at odds with each other and how does one approach resolving any conflict between the twoWilliams A modern approach to marketing demands that we listen to consumers meet them where they are and deliver solutions that meet their needs As Gen Z gains more spending power we39re seeing that this generation more than any other is demanding the brands they interact with to act with a mindset that incorporates purpose and a share value system And we39re seeing this in the results of our campaignsAt Haleon we believe that building brands infused with purpose not only means having a strong assertion of a commitment but following it with real action For example one of our key focus areas is to make health care more inclusive We do this to live our purpose of delivering better everyday health with humanity but also because we understand that younger and more diverse consumers are driving growth across many of our portfoliosAs a result we are actively involved in programs that make sure our content is culturally relevant and as inclusive as possible We know that in doing so we can advance both goalsAdvil39s custom content partnership with diverseowned media company Urban One ampamp MadameNoire is a perfect example of where purpose and growth align The content we cocreated saw respondents to a brand lift study indicate 80 quotfavorabilityquot of the brand video content and 60 quotmore likely to purchasequot after seeing the content The content was relevant and authentic it featured Sora Rochon an African American female park skater and showcased the Advil brand as an integral part of her recovery routine allowing her to skate more fearlessly as well as address the importance of representation in skatingFlonase is another case study of success where they partnered with media company NGL to create an awardwinning Latino cultural spin on Flonase39s quotAllergy Monstersquot delivering a 5 increase in growth for Hispanic audiences a 7 increase in brand favorability and a 15 increase in brand considerationThe key lesson Culturally relevant custom content drives the most brand impactClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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ANA Brand Masters Conference 2024 Q&A with Katie Williams, Chief Marketing & PR Officer, Haleon U.S.

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ANA Brand Masters Conference 2024 Q&A with Katie Williams, Chief Marketing & PR Officer, Haleon U.S.

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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