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Twitter is Not a Strategy

A conversation with Tom Doctoroff, the CEO of J Walter Thompson in Asia Pacific

 
Tom Doctoroff,CEO of J Walter Thompson in Asia Pacific  -TotalPicture Radio interviewTom Doctoroff

In a cultural climate saturated by technology, HR and talent acquisition professionals have focused their energies on creating newer and more digital methods of promoting their employer brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity.

Tom Doctoroff, Asia Pacific CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. Welcome to a Leadership Channel Podcast on TotalPicture Radio, this is Peter Clayton reporting.

In his new book, Twitter is Not a Strategy, Doctoroff argues a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.

Questions Peter Clayton asks Tom Doctoroff in this Podcast:

First of all, I've obviously heavily plagiarized your promotional copy to fit my audience which is primarily HR and recruiting leaders -- vendors and consultants supporting those roles within companies. I replaced "marketing professionals" with HR and talent acquisition professionals -- because with the growth of social networks like Glassdoor. Twitter, and LinkedIn marketing has become an important and necessary focus of employer branding. I'm curious.. in your role as CEO of JWT in Asia are you seeing HR leaders or executives responsible for recruiting -- getting more involved with the traditional advertising and marketing folks?

Hiring top performers is more and more tied into the carefully curated of brands like Apple and Nike -- so don't you think recruiters should be -- at least -- in the loop -- regarding marketing campaigns. So often, especially in large corporations, the left hand dosen't know what the right hand is doing?

How does brand marketing and advertising differ in Asia? Recruiting is done very differently in Asian markets than here in the US. I would imagine that adversing would be different as well. Is, for instance the Nike slogan "just do it" used in China?

You are right on regarding Big Data. Its a main topic -- along with predictive analytics of every conference I've attended this year. And of course, one thing CFOs love about social media is it can be accurately tracked and real ROIs can be established. You can't say that about traditional media.

There's been a lot of press lately regarding cable services losing subscribers and the move toward streaming services such as what HBO and CBS have announced. How do you think this is going to affect advertising -- especially television advertising?

One area you write about that can be a minefield for corporations is CSR - corporate social responsibility which is very important to millennials. I think the RED campaign has been very successful, but of course that is aligned with many brands. What's been your experience and what's your advice?

Peter Clayton

About Peter Clayton

Peter Clayton, Producer/Host, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media who has created breakthrough media for a wide array of Fortune 100 clients.

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