Marketing Vanguard: AI as Your Creative Detective with Emily Ketchen

Episode Release Date: July 17, 2025
Host: Jenny Rooney, Adweek
Guest: Emily Ketchen, Chief Marketing Officer at Lenovo

1. Introduction to Emily Ketchen and Lenovo’s Marketing Structure

The episode opens with Jenny Rooney welcoming Emily Ketchen to the Marketing Vanguard podcast from Cannes. Emily introduces herself as the Chief Marketing Officer for Lenovo’s Intelligent Devices Group, the company's largest division. This group oversees a diverse range of products, including PCs, consumer and business services, gaming, and the Motorola brand.

Notable Quote:
Emily Ketchen [02:08]: "We can have an ecosystem of devices together. So it really differentiates us, I think in terms of the competition."

2. Integrating Motorola into Lenovo’s Portfolio

Emily elaborates on how Motorola seamlessly fits into Lenovo’s broader strategy. She highlights recent innovations, such as the relaunched iconic Razor smartphone, emphasizing Motorola’s role in expanding Lenovo’s ecosystem from "the pocket to the cloud." This integration not only strengthens Lenovo’s product portfolio but also enhances its competitive edge.

Notable Quote:
Emily Ketchen [03:22]: "We see them as an incredibly important part of our portfolio. It's what takes us from the pocket to the cloud."

3. The Role of AI in Creativity and Marketing

A significant portion of the discussion centers on the intersection of AI and creativity. Emily describes AI as a "creative detective," assisting marketers by analyzing vast amounts of data to inspire and tailor creative solutions. She views AI not as a replacement but as an augmenting tool that enhances creative problem-solving and audience targeting.

Notable Quote:
Emily Ketchen [05:56]: "I think of AI as my own personal detective. It's got a magnifying glass and it's out there looking at all of the data and all of the information and serving it back to us."

4. Leading Teams in the AI Era

Emily shares her strategies for integrating AI into Lenovo’s marketing teams. She emphasizes the establishment of an AI governance council to ensure transparency and appropriate use of AI technologies. Additionally, she highlights the importance of upskilling her team through training modules and creating a prompt library to facilitate effective AI utilization.

Notable Quote:
Emily Ketchen [07:12]: "We have set up an AI governance council inside the organization where we believe it's incredibly important to be super transparent about what we're doing and how we're using it."

5. Fostering Purpose-Driven Marketing

The conversation shifts to the importance of purpose in marketing. Emily argues that brands can successfully merge purpose with commerce, particularly when targeting younger generations like Gen Z. She cites Lenovo’s "Work for Humankind" campaign, which leverages AI to make meaningful impacts, such as assisting a woman with ALS to regain her voice.

Notable Quote:
Emily Ketchen [12:35]: "We worked with our technologists and our AI organizations to bring her voice back. That matters to Gen Z. Making the world a better place."

6. Building and Managing a Global Brand

Discussing global branding, Emily introduces Lenovo’s "Global Fight" program, which fosters idea generation in a global framework and adapts these ideas locally through transcreation—not mere translation. This approach ensures that marketing messages resonate authentically across diverse cultures and regions.

Notable Quote:
Emily Ketchen [17:30]: "Transcreation keeps the integrity of the idea alive. Translation might just put it in a different language and that might fall flat."

7. Perspectives from Cannes Lions Festival

Emily shares insights from her experience at the Cannes Lions International Festival of Creativity. She identifies three key areas of focus: the evolving role of AI beyond creativity, the crucial impact of data in marketing, and the transformation of search engine optimization (SEO) into AI-optimized search (AEO). Additionally, she reflects on the diverse perspectives present at the festival and the importance of grounding marketing strategies in real-world expressions of creativity.

Notable Quotes:
Emily Ketchen [14:26]: "AI is taking a bit of a different shape than just the relationship between AI and creativity."
Emily Ketchen [20:35]: "I was in the Titanium room yesterday listening to the defense. It's so incredibly meaningful to themselves."

8. Embracing Change and Continuous Learning

Emily emphasizes the necessity of continuous learning and adaptability in the fast-paced marketing landscape. She highlights her commitment to education within Lenovo, ensuring her team remains proficient with emerging technologies like AI. This proactive approach positions Lenovo to effectively leverage AI in their products and marketing strategies.

Notable Quote:
Emily Ketchen [07:54]: "We created a prompt library. Incredible, right? Which has been super, super helpful for a lot of our folks."

9. Conclusion and Key Takeaways

Jenny Rooney wraps up the conversation by commending Emily’s leadership and forward-thinking approach. Emily underscores the importance of diversity in perspectives and the value of active participation in industry conversations. She views the Cannes festival as both a platform to give back through industry organizations and a vital source of learning from global experts.

Notable Quote:
Emily Ketchen [19:07]: "The give is being a part of a lot of industry organizations... The get is just incredible. I am naturally curious and I'm listening and I'm asking questions all day long."

Key Takeaways:

• AI as an Augmenting Tool: AI enhances creativity by providing data-driven insights and tailored solutions, acting as a "creative detective."

• Leadership in AI Integration: Establishing governance councils and continuous training are crucial for effective AI adoption within marketing teams.

• Purpose and Commerce: Successful marketing strategies can integrate meaningful purpose-driven campaigns without compromising commercial goals.

• Global Branding through Transcreation: Adapting marketing messages beyond translation ensures cultural relevancy and maintains the integrity of creative ideas.

• Continuous Learning and Adaptability: Staying abreast of technological advancements and diverse perspectives is essential for sustained growth and innovation in marketing.

About the Podcast:

Marketing Vanguard by Adweek spotlights individuals driving the marketing industry forward. Hosted by Jenny Rooney, the podcast delves into leadership wisdom, strategic insights, and growth opportunities amidst complex industry dynamics. Subscribe to stay informed on the latest in marketing innovation.