As EVP of Integrated Marketing for Weber Shandwick, Kevin Hooks is responsible for building strategic partnerships between brands and consumers through the allure of entertainment and social media. To his credit, he’s established partnerships with Warner Brothers, CBS, Paramount and BET and managed the on-screen marketing initiatives for Lexus, UPS, Bombay Sapphire and Procter & Gamble. Here, Hooks discusses why the Essence Music Festival brand is successful, Steve Job’s perspective on innovation and multi-cultural marketing. –yvette caslin
Innovation in marketing is created when what happens?
In a new book, Steve Jobs by Walter Isaacson, Steve talks about the intersection of science and humanity as the point where innovation lives. He refers to it as a “magical place.” It is the point where Steve found his greatness and subsequently shared it with the world through Apple.
What are some of the best marketing ideas currently on the Internet and in social media?
Probably the best recent examples are two start-ups Airbnb and MoviePass. These two companies share one very important trait – simplicity. Airbnb is the best current example of collaborative consumption. It allows consumers to visit remarkable places with the benefits of home. Within one year, it has gone from an idea in a small apartment created to pay an unaffordable rent to $1 billion valuation (www.airbnb.com). MoviePass is an ingenious idea that gives consumers the ability to see as many movies each month as their schedule will allow for one set price. It’s brilliance; it’s simplicity and freshness. In the words of the great Rakim: “It’s simple, ain’t it? But quite clever.” (www.moviepass.com)
Brands are able to evolve and grow when what three elements are done to help them?
Creativity is allowed to drive the evolution. Human assets with the requisite compliment of skills are present. The market place has indicated a readiness to embrace the change (this is a complicated and layered position).
How has social media made a difference in the way you market your personal brand?
It has created a truly 24/7 marketplace. Not only has technology created and supported the new” always on” market place but it also continues to support its indigenous population and allowed it to thrive. This reality has moved transparency from an ideal espoused by many and practiced by few to an imperative that is at minimum a requirement and more likely a mandate. My personal brand is no exception – Twitter/khooks01.
All target audiences have a significant population of its membership who need to experience the “new” in order to fully embrace it.
Advertising to the diverse community is important because …
Current as well as projected consumer demography strongly suggests that the consumer market will be majority minority and anything short of complete assimilation by brands will result in catastrophic losses.
Describe a brand that you work with and how it interacts with the consumer in a social way successfully.
The Chevy Volt is probably the best recent example. It has completely embraced technology and has driven its introduction from social to traditional rather than the other way around.
Where are the best ideas for marketing programs inspired form?
The inspiration for ideas come from everyday life and the related experiences. That is why it is important to have a diverse team. Diversity keeps the information pool filled with fresh ideas.
How does your team brainstorm for clients?
We have abandoned the traditional brainstorm model as it is inefficient and is minimally effective. Thanks to our new head of Creative, we have implemented an approach “creative improve.” These sessions are regularly scheduled and require a completed brief. The brief is designed to provide a frame work for ideation. We then gather a team of creative professionals in a room that are specifically selected for their unique skills and backgrounds.
What was the last big idea presented?
If I tell you…the I’d have to – you know the rest. (smile)
Describe your favorite television commercial and share why?
The E*Trade commercials are my favorites. They are clever and funny.
Who is your favorite brand spokesperson or endorser? Why?
The most interesting man in the world. He is very popular – brand friendly, cost effective and long lasting.
How has the Essence Music Festival been so successful from your viewpoint?
It’s most notable success is its longevity. While it has certainly evolved and added elements that allow for growth, the most impressive point of note is that it remains a pinhole date on the calendar of most influencers.
What is the next level for companies to embrace in the multi-cultural space?
That multi-cultural marketing should be as inextricable from their DNA and marketing mix as social. It is no longer reserved for the second tier of the marketing paradigm. Mark Hurd, former CEO of HP, was quoted as saying that he “tortured the data until it confesses.” The data has confessed – multi-cultural audiences are the new mainstream and should be treated as such.
Please describe your personal brand.
As a seasoned marketing professional, my specialty is creating something out of nothing. I hunger for the newest innovations and I crave being first. I reside at the intersection of technology and humanity.
