Tune in to Time for A Reset
How do global brands scale in fundamentally different and culturally diverse markets?
“You’ve got to look for the unifiers because that is what will unlock the scale.” – Mo Kingston, Global Marketing Strategies Head at Nestlé.
In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, host Paul Frampton sits down with Mo (Maureen) Kingston, Global Head of Marketing Strategy at Nestlé. With an illustrious career spanning over two decades at Procter & Gamble, experience at GSK, and her current role at Nestlé, Mo brings a wealth of knowledge about the evolving marketing landscape. In this conversation, they delve into the complexities of balancing global branding with local relevance, the role of creativity in driving growth, and the opportunities and challenges AI poses in marketing.
Understanding the Modern Marketing Landscape
Marketing today is more complex than ever before. With constant advancements in technology, shifting consumer expectations, and an increasingly globalised marketplace, brands face mounting pressure to stay competitive. Mo highlights the growing risk of confusing busyness with progress. In the race to adapt to new trends and tools, marketing teams often lose sight of their ultimate goal: driving growth. She emphasises that marketers must prioritise impactful actions that contribute directly to business outcomes rather than getting caught up in activities that fail to deliver measurable results.
The Power of Global-Local Balance
Brands must maintain consistency across global markets while remaining relevant to local audiences. According to Mo, this requires a dual approach. Unifying themes and core brand values act as the foundation for global branding efforts. However, understanding and embracing local nuances are what truly resonates with consumers on a personal level.
“Finding unifying themes is essential for global branding, but respecting local nuances is what truly drives engagement and loyalty,” says Mo. She explains how Nestlé achieves this balance by identifying overarching brand principles while allowing flexibility in execution to cater to specific cultural and regional contexts. This approach ensures that the brand message is both cohesive and meaningful across diverse markets.
Creativity as a Catalyst for Growth
Creativity lies at the heart of successful marketing. Mo underscores its importance, not as a superficial element but as a business imperative. “Creativity in marketing is not just a nice-to-have; it’s essential for differentiation and driving growth,” she says. Nestlé actively fosters a culture of structured creativity within its teams, encouraging innovative thinking while linking creative efforts directly to marketing ROI. By striking this balance, the company ensures that its campaigns are both impactful and aligned with broader business objectives.
Mo also highlights the need for a structured approach to creativity. Providing teams with the right tools, frameworks, and support can help unlock their potential and produce breakthrough ideas that stand out in a crowded marketplace.
Leveraging AI in Marketing
Artificial intelligence is rapidly transforming the marketing landscape, offering new opportunities for personalisation, efficiency, and strategic insight. Mo discusses how Nestlé is leveraging AI to enhance its marketing strategies while staying true to its core values. From predictive analytics to automated content creation, AI enables marketers to deliver more personalised and relevant consumer experiences at scale.
However, Mo stresses that AI should not replace human creativity and strategic thinking. Instead, it should be viewed as a tool to augment these capabilities. “As the barriers to content creation lower, the need for strong strategic direction becomes even more critical,” she explains. This perspective ensures that AI is used to enhance, rather than dilute, the value of marketing efforts.
Balancing Short-Term and Long-Term KPIs
Mo emphasises the importance of setting clear KPIs and measuring them, especially for senior leaders. While KPIs often reflect past performance, identifying actions that will drive growth upfront is crucial. Marketers should ask if their strategies will shift consumer perceptions and meet needs better than competitors. Ultimately, brilliant execution is key, as it’s what consumers notice.
Sustainability and Consumer Engagement
Sustainability has become a key focus for many brands, and Nestlé is no exception. Mo highlights the importance of aligning sustainability efforts with consumer values to create meaningful engagement. “Reducing carbon footprints is essential, but the communication of these efforts must resonate with consumers,” she says.
Nestlé’s approach to sustainability messaging is choiceful and strategic. Rather than overloading consumers with information, the company highlights initiatives that are most likely to influence purchasing decisions. This ensures that sustainability efforts are not only authentic but also impactful in driving consumer behaviour.
Leadership in a Dynamic Marketing Environment
As the marketing landscape continues to evolve, so too does the role of leadership. Mo reflects on the essential qualities for success in a rapidly changing environment. Curiosity, humility, and a willingness to embrace continuous learning are key traits for modern marketing leaders. These qualities enable leaders to navigate uncertainty, adapt to new challenges, and inspire their teams to achieve excellence.
Mo also emphasises the importance of fostering a collaborative and inclusive culture. By empowering teams to take risks and think creatively, leaders can unlock their potential and drive innovation within their organisations.
Final Thoughts
The conversation between Paul Frampton and Mo Kingston offers a wealth of insights for marketers looking to navigate the complexities of today’s landscape. From balancing global consistency with local relevance to leveraging AI and fostering creativity, the episode provides actionable insights for driving growth and creating meaningful consumer connections.
🎧 Tune in to the full episode to hear more from Mo Kingston and gain valuable insights to elevate your marketing strategies!
👉 Listen now:
Apple Podcast: https://tinyurl.com/45dj6jxr
Spotify: https://tinyurl.com/3jznvvpk
YouTube: https://youtu.be/_0xE_AGRPZI
