The 1960s may have been the golden age of creativity, but as Kim Kadlec, worldwide VP of Johnson & Johnson marketing, put it in an International Advertising Festival Presentation at Cannes last month, today is the platinum age, made possible by new technology.
Ms. Kadlec proposed a new "four Ps" of marketing to go along with the still-paramount fifth P, "product." (The old four also include price, promotion and place in addition to product.) In an interview with Advertising Age, she spells out her vision, why augmented reality will be really big, and why she's embarked on an overseas media review.
Ad Age : So what are the new Ps of marketing?
Kim Kadlec: The first one was purpose, which is really an augmentation to the traditional price. It's not just what things cost anymore, but the value they bring. That could be value in terms of education, in terms of making the world a better place -- one example being out of Brazil for our Listerine Essentials product, where they helped young adults prepare themselves for job interviews. The idea was around 'healthy smiles open doors.'
The second was presence, and it really brings the traditional promotion into the social age of media. One was the AcuVue campaign, where we asked teens to submit a video about their biggest dreams and beginners were able to be mentored by some of their favorite people. And Joe Jonas was one of them.
The next was proximity -- anytime and anywhere media allows us to be everywhere all the time. The new place is the everyplace. Because of the new technology, we are really with our consumers in their hands, pockets and purses 24/7. One example was our Band-Aid brand and Disney around Magic Vision, which is an app that when kids point their iPads or iPhones at their Band-Aids, brings content to life with shows and games.
Another is partnership. It may be an overused term, but I think this is the biggest opportunity that we as marketers and big companies have had to stand out from a crowd.
Ad Age :What's an example of one of these partnerships?
Ms. Kadlec: Time Inc. is doing a lot of research around how their customers consume content and how they actually feel about it. They opened their Time Warner media labs and they can take emotional reads from people [using biometric technology to] find the content that reaches them. We are going to launch a pilot this fall with Time Inc. to see if we can collaborate to create better marketing content that people respond to and actually want to receive.
Ad Age : You've done a lot in working with media companies to develop content. Why?
Ms. Kadlec: Learning from each other on collaboration and unexpected partnership will move the ball forward much more quickly. The buyer-seller conversation is different, and it's an important one and needs to happen at some point. But there's an initial phase of collaboration and integrating from two different sides that will raise the bar on what we can do creatively. We're very engaged with many of our partners on an externship, which in its simplest form is an executive exchange. What we learn from different cultures on different campuses is invaluable.
Ad Age : How big do you see augmented reality becoming?
Ms. Kadlec: I think it's going to be right up there with mobile. It's going to become one of the most-important tools we have moving forward. It goes back to my point of proximity -- the ability to use technology to change the retail and product experience and augment ways people learn, whether about health care or in medical schools.
Ad Age : You've recently launched a media review in Europe the Middle East and Africa. Why, and is this the first of more?
Ms. Kadlec: We did a global pitch for media about five years ago. It's not performance-based. It's just business-based. We're reexamining just because the world changes so quickly to make sure our alignments make sense and have us prepared for the future. We're going to start in EMEA, and that 's really the only decision that 's been made so far.
Clearly that region has had a lot of changes and a lot of disruption. And our organization is moving more to a hub structure. So we want to make sure we're aligning our partners to our organization.
As far as agencies, I think [the realignment] will require them to be focused on these hubs, and we'll work with them during the briefing schedules on what that might look like and what the options might be.