The pandemic has turned life and business upside down, challenged plans, and tested processes. In this context, companies need to seriously raise their game to be effective and succeed. The MENA Effie Thought-Leadership Program is your chance to Rise and Shine. Two mornings of sessions that will show you how to improve your performance and impress the Effie jury.

Leading up to the event organized by Mediaquest on May 18-19, Communicate presents a series of interviews with the speakers on what effectiveness in marketing means in 2021. 

Today, meet Deepa Vaidyanathan, Senior Communications Director – Asia Pacific, Middle East and Africa at P&G. Deepa will participate in a panel around "Why organizations with a purpose succeed in tough times."

What has the pandemic changed in terms of marketing effectiveness?

What the pandemic has taught us is that you can do more with less. You can be smarter, more targeted, and therefore more effective. We’ve also learned that trust goes a long way in being effective. Building that trust takes time and consistently delivering on the promises we’ve made, and in these times when decisions are based on many uncertainties, consumers' trust and loyalty to our brands have held us in good stead.

In a crisis, who reaps the biggest rewards and why: the brave or the cautious?

The consumer has to be at the center of all decision-making. As long as your consumer knowledge is deep and you cater to their needs, they will reward you with their choice. This is how you take calculated risks so that you can move fast; but do it absolutely grounded in your values /principles and the consumer.

What does the new normal mean to you?

It is a recognition of focusing on what’s important and prioritizing that above all else. The new normal from a marketing perspective is also the ability to learn fast and on the go.

How prepared were you for the unexpected and how have you adapted to uncertainty?

I don’t think anyone could have been prepared for what happened last year and what is still happening in many parts of the world.

That said, we felt confident in our understanding of what is important to the consumer and we focused on delivering that to them. We have also been crystal clear on being focused on three priorities: keeping our employees safe; serving consumers with essential products; and focusing on serving communities with what they need.

As I said earlier, building our brand equity over time, being focused on agility as part of our regular day-to-day, helped us to move fast and adapt quickly.

Some argue that limited budgets enhance creativity. What do you think 2021’s creative output will be like?

Creativity is a function of how strong your understanding is of the consumer's need, his or her external environment, and your ability to fulfill that need. It is the ability to be relevant and connect. We are more connected today than ever before and this will drive better, more effective creativity.

What are the top three skills the marketer of the future will need?

Agility and deep consumer understanding.

To attend the MENA Effie Thought-Leadership Program, book your tailored experience now.