Last August, Levi Strauss & Co. created a new position to head its marketing operations -- global chief marketing officer. With the new title, came a new face -- Jaime Cohen Szulc, a marketing veteran, but nevertheless a newcomer to the fashion and apparel industry. Szulc came from Eastman Kodak, where he was COO of its consumer digital group. Prior to that, he held marketing posts at Procter & Gamble Brazil and SC Johnson Latin America. Trained as a civil engineer, the multilingual (English, Portuguese, Spanish, and functional French) Szulc is tasked with organizing Levi's messaging around the world and across an ever-growing array of platforms. It's a daunting task, but one that Szulc says he approaches by remaining true to core marketing values, while taking care to identify elements of our world that have changed in the wake of the digital revolution.
Next month, Szulc will share his practical insights on global marketing in the digital age at ad:tech San Francisco at a keynote presentation titled: "We Know Where to Go -- Now How Do We Get There? A Global Take on the New Dynamics of Marketing."
It's those dynamics that iMedia wanted to know more about, so we asked Szulc to give us a sneak preview of how Levi's sees the new world, and more importantly what those realities mean for connecting a global brand to consumers who are increasingly taking control of media.
iMedia: How did your business perspective change in the last 10-15 years, mainly with the digital transformation?
Szulc: My core focus on brand health and financial metrics has not changed. However, as I think about a great legacy for any organization, given the major changes in our business environment, my ultimate long-term business aspirations have evolved. They now include achieving primarily four things:
- A massive consumer engagement and advocacy for the brand, at the lowest possible cost;
- An outstanding and relevant consumer experience, that is well integrated across all touch points to ensure consumers have a meaningful relationship with the brand;
- A two-way dialogue between consumers and our brand (and what it stands for) that is ubiquitous, relevant to what consumers are looking for, and available "anytime, anywhere," and last;
- An internal company culture that welcomes and is comfortable with change and diversity of thought.
For Levi Strauss, all this is particularly critical. We live in a time when the value of authenticity and originality is higher than ever. Levi Strauss & Co. invented jeans -- and our Levi's brand stands for the pioneering spirit that we all have in ourselves. So, we are the ultimate representation of what authentic is.
iMedia: How does digital fit in with your overall marketing/advertising strategy? Is digital one of many channels, or is it a lens through which you view all of your media?
Szulc: Many people believe the debate between digital versus analog is doomed to extinction. I am convinced the word "analog" will mean nothing to my children (who are 1 and 4 years old) as they grow up. Many things we called "digital" in the past were related to a computer -- I don't need to tell you this is no longer true. More and more, our vocabulary and thought process has to change. I try to approach the current business environment from the angle I call "digital spirit" -- fast, nimble, full of possibilities for continuous improvement, with a paranoia for potential business model disruption. We, as consumers, are more in control of our destinies, and have more choices than ever before. Having said that, from a message delivery perspective, each occasion requires a different approach. Sometimes you start with traditional media and sometimes you don't. Levi's is experiencing strong results in both, and I plan to share some examples at the conference.
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