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80 - Breaking Barriers in FMCG: Creating Supportive Work Environments and Nurturing Diverse Paths to Success with Patrick Zinga from Heineken
Manage episode 449823666 series 3253704
CvE - Marketing Consultancy에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 CvE - Marketing Consultancy 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
“Every time you optimise for something, you’re losing out somewhere else. If you’re optimising for clicks, you’re actually optimizing for people who click a lot. Is that what you really want?” Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Nick King connects with Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company.
Patrick delves into the challenges of modern advertising, advocating for consumer-first, value-driven approaches over intrusive practices like pop-ups and autoplay videos. He discusses Heineken’s strategy for balancing high-quality ad placements, the role of data in driving efficiency, and the importance of inclusivity in hiring. Patrick also shares his insights on AI’s impact on marketing, the dynamics of in-house teams, and the value of compassionate leadership in fostering a creative and thriving environment.
Here are some key talking points from the episode:
- Resetting the Marketing Industry: The Days of Intrusive Strategies are Numbered
- Industry Responsibility in Digital Advertising
- The importance of in Quality Content for modern advertising
- Importance of Mentorship and Team Development
- Media In-House Team Dynamics
- Data Strategy and Consumer Experience
- The Role of AI in Marketing
- Compassion in Leadership
Patrick Zinga is a marketer with over 12 years of experience working in top agencies and client-side roles. He has collaborated with leading companies like WPP, Dentsu Aegis, and Publicis across the FMCG, tech, finance, and travel industries. Patrick's expertise spans digital media, data-driven strategies, and cross-channel activations. With a focus on aligning audiences, data, and creative messaging, his skills include programmatic planning, analytics, audience segmentation, and dynamic creative optimisation, driving impactful marketing results for brand and direct response clients.
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