When the pandemic struck, 3M was thrust into the limelight thanks to its line of PPE (personal protective equipment). Remi Kent was part of the team that mobilized to educate consumers about masks and respirators, including how and when to use them.
But beyond 3M’s healthcare unit, Kent was also focusing on massive consumer/business brands, including Post-it and Scotch, which she was overseeing as 3M’s CMO. At the same time, as a founding Black Executive CMO Alliance member, she took a leadership role internally, finding ways to provide opportunities for BIPOC employees and lead group discussions about equity.
Promoted in April to senior VP and global CMO, 3M Consumer Business Group, Kent says she’s fine-tuning messaging “as we return to some level of normalcy and also begin to invite people into our homes”—an opportunity to educate consumers about another massive 3M product line: Filtrete filters. “I think our mission to provide clean indoor air will continue to be relevant,” she says.
See all of Ad Age's 2021 Leading Women U.S. and Europe here.
What advice would you give your younger self?
I would tell myself to express gratitude every day in big and small things. Gratitude allows us to shift our focus from lacking to truly acknowledging and appreciating what we do have, which leads to more joy. When I am consistent in keeping a gratitude journal, I find that I feel much happier.
What’s the biggest risk you’ve ever taken?
I don’t know if it is the biggest risk, but a recent risk I took was moving Post-it Brand’s largest and most critical campaign from majority traditional TV to an all-digital campaign. At the time, I did not have a robust history of ROI data on our digital investments to be fully assured that we could deliver the same sales consumption with such a big shift in mix, but it was the right thing to do to reach our target. That campaign delivered record growth in the back-to-school period and gave the brand more flexibility in how we thought about the mix in our go-to market plans in the future.
If you weren’t doing your current job, what would you be doing and why?
I think I would really love to be an actress. I like the idea of being able to step into different characters and explore my ability to fully understand and empathize with their experiences and express them in a way that gives the audience new perspectives and undeniable connection.
What should the industry do to encourage more women and people of color into its ranks?
I love programs like The BrandLab that are all about exposing high school and college students to curricula and experiences that will excite them about creative careers. I think we should do more of this and encourage marketers of all levels to get involved with these programs.
Which campaign or other piece of work have you seen in the last year that you wish you had done?
I am inspired by Procter & Gamble’s piece called “The Choice.” The company has really taken on being a force for good and embraces the impact that business can have on critical issues that affect our consumers. The piece encourages us to choose to act against racism versus just observing it, and I couldn’t agree more that what we do now in this fight against racism is one of the most important choices we will make.
See all of Ad Age's 2021 Leading Women U.S. and Europe here.
