By Allison Schiff
Last month, Hyundai restructured its department.
The automaker eliminated the role of chief marketing officer and divided day-to-day jobs into two separate tasks: creation and performance.
The move sets a precedent, says Angela Zepeda, Hyundai’s former chief marketing officer (and now lead director) on this week’s episode of AdExchanger Talks.
With so much work in sales and market expansion, Zepeda had plenty of time to devote to artistic work as a marketing director, he says.
“Now I’ll have a lot more time to do it and set the strategic vision,” he says. “We haven’t evolved our logo enough in the last two years and we want to go back to it. . . We want to achieve it. ” in the hearts and minds of consumers.
As artistic director, Zepeda will of course oversee the artistic work as well as experiential, multicultural and social media marketing. His close colleague Sean Gilpin, Hyundai’s vice president of global sales marketing, handles performance-related purposes, adding media buying, visitor communications, Hyundai and CRM.
The creation and functionality teams will be divided and collaborate very closely. “We have to work together,” says Zepeda.
But for some skeptics, splitting up the CMO role is a bad idea.
Branding and functionality are most productive when those purposes are fully integrated, because functionality is most effective when it’s backed by strong logo marketing, and having strong logo marketing requires a consistent message. In this case, one brain is larger than two, or so the argument goes.
Zepeda acknowledges the criticism, but is concerned about the progression of silos.
“Most of our groups have worked together for a long time, so we all know each other very well and have a maximum point of trust,” he says. “I’m confident that we will quickly find the new way forward. “»
Also in this episode: When to Use Humor in Advertising and When to Strike a Chord, as part of Hyundai’s grand crusade at the Paris Olympics, managing the Korean sensibility of “ppalli ppalli” (quick reaction) and “miri miri. “(plan ahead). Also, I don’t forget Zepeda’s first driving test as a teenager in Southern California.
For more articles by Ángela Zepeda, click here.
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