• 6 months ago
Cristina Diezhandino, the CMO of Diaegeo, explains how she had to rethink her company's strategy because of the COVID-19 pandemic. Diezhandino was interviewed at the Cannes Lions 2024 International Festival of Creativity.

Category

🤖
Tech
Transcript
00:00I became CMO in 2020.
00:02The past suddenly went out the window.
00:11I suppose when I became CMO,
00:13I was looking for a lot of advice from a lot of people.
00:16The reality is I became CMO in 2020.
00:20So that means that for all of us,
00:24the past suddenly went out the window
00:27and we had to imagine how the world could be
00:30under these completely new circumstances.
00:32So for our industry,
00:34which has a huge part of our business happening
00:37in bars, in restaurants, in clubs,
00:40all of that was closed at that time.
00:43So very quickly, we had to think,
00:46actually, how do we focus on consumers
00:48and what are consumers doing under these circumstances?
00:51We quickly learned that people were spending
00:53more time at home preparing cocktails,
00:56that they were spending more time on social media,
00:58getting inspired by new recipes and trying new things,
01:02actually socializing in a virtual way,
01:04which hadn't happened before.
01:06That allowed us to put, for example,
01:08bartenders in front of people in a completely different way.
01:11So the truth is, yes, we utilize all the assets
01:15that we had from the past,
01:17but also we thought about them in a completely different way.
01:20And to me, that's been an enormous learning
01:22because what that has done is to prove
01:26that you have to be super agile all the time,
01:30that the world around us changes so fast
01:33and success really requires us
01:35to have a finger on the pulse all the time.

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