Podcast Summary: Marketing Voices and Perspectives Episode: Colgate-Palmolive CDO Brigitte King on Creating a Test and Learn Culture and Being Courageous
Host: Joshua Espanier, Bethany Poole
Guest: Brigitte King, Global Chief Digital Officer at Colgate-Palmolive
Release Date: August 21, 2024

Introduction

In this episode of Marketing Voices and Perspectives, hosted by Joshua Espanier and co-hosted by Bethany Poole from Think with Google, listeners are introduced to Brigitte King, the Global Chief Digital Officer at Colgate-Palmolive. The conversation delves into Brigitte’s professional philosophies, her journey in the marketing realm, and her insights on fostering a dynamic and experimental culture within a major consumer goods company.

Brigitte King's Five P's Maxim

[00:45 – 02:25]

Brigitte King opens the discussion by sharing a personal and professional maxim that guides her approach to work and life: “Prior Planning Prevents Poor Performance,” which she refers to as her “five P's.” Originally inspired by the traditional marketing principles of product, price, promotion, and placement, Brigitte adapts them to emphasize the importance of preparation in achieving successful outcomes.

Brigitte King [02:20]: "Prior planning prevents poor performance. Did you study for the test? Have you done what you said you were gonna do before this event?"

This maxim not only helps her in preparing for high-stakes executive meetings but also serves as a motivational tool for her family, demonstrating its versatility beyond the workplace.

Alternative Career Path: Law

[02:25 – 03:55]

When asked about an alternate career, Brigitte candidly reveals that she would have pursued law. She draws parallels between the skills required in law—such as discipline, focus, and the ability to articulate coherent arguments—and those essential in modern marketing.

Brigitte King [02:43]: "The idea of arguing your case is just as relevant to me in business as what I think attracted me to law."

Her brief stint as a paralegal provided her with a taste of the legal field, but her passion for marketing ultimately guided her career trajectory.

Career Journey and Boomerang Moments

[04:18 – 05:59]

Brigitte recounts her career path, which began with Colgate-Palmolive’s global marketing trainee program. She gained substantial experience in traditional marketing before transitioning to digital, e-commerce, and data analytics roles at prominent companies like L'Oréal and PVH Corp. Her return to Colgate-Palmolive as the Chief Digital Officer is described as a "boomerang moment," highlighting the cyclical nature of her professional journey.

Brigitte King [04:18]: "Some people have talked about that as being a boomerang person. I also boomeranged at L'Oréal... I've had two boomerang moments, neither one of which were expected nor planned."

This return was pivotal as Colgate embarked on a digital transformation, allowing Brigitte to leverage her diverse expertise to drive significant change within the company.

Embracing Gen AI and Continuous Learning

[06:03 – 08:55]

A significant part of the conversation centers on the integration of Generative AI (Gen AI) in marketing strategies. Brigitte discusses presenting Gen AI strategies to Colgate’s board, acknowledging the inherent nervousness due to the novelty and complexity of the technology.

Brigitte King [06:57]: "We had to talk about Gen AI... It's new, it's different, not everybody knows everything about it..."

To stay abreast of rapid developments, Brigitte maintains an "always be learning" mindset, consuming vast amounts of information through emails, blogs, and newsletters. Her team also plays a crucial role in disseminating relevant insights, fostering a collaborative learning environment.

Brigitte King [07:56]: "We have a bit of an always be learning mindset as a team."

Innovation through Experimentation: A Case Study

[21:08 – 26:12]

Brigitte emphasizes the importance of a "test and learn" culture at Colgate-Palmolive. She shares an example where her e-commerce team experimented with various Gen AI tools to enhance product detail pages. Even when some tools were not approved, the experimentation process provided valuable lessons and demonstrated the team's proactive approach to innovation.

Brigitte King [23:44]: "They were doing exactly the right thing... experimenting... they were making sure they were experimenting."

This approach aligns with the company's value of being courageous, allowing teams to take calculated risks while maintaining necessary guardrails.

Digital Maturity Assessment with BCG and Google

[12:48 – 15:59]

Brigitte details Colgate-Palmolive’s collaboration with Boston Consulting Group (BCG) and Google on the BCG Digital Maturity Assessment. This partnership involved benchmarking Colgate’s digital transformation across 200 countries, assessing capabilities in areas such as ad buying, data-driven targeting, automation, and measurement attribution.

Brigitte King [13:05]: "We partnered right up front to do a rigorous solid benchmarking to try to understand where we were in our capabilities so we could really devise the path forward."

The assessment revealed that Colgate was in the "emerging" stage of digital maturity. By implementing a focused strategic plan and an extensive upskilling program, the company successfully advanced to the "tipping point," a testament to their swift and consistent progress across regions.

Brigitte King [15:50]: "We've never seen a company move so fast so consistently across regions."

Harnessing First-Party Data and Retail Partnerships

[15:59 – 17:20]

When queried about managing first-party data, Brigitte emphasizes the importance of robust partnerships with retailers like Walmart, ensuring mutual business growth. While she maintains discretion about the exact volume of first-party data, she highlights its critical role in future targeting strategies.

Brigitte King [17:20]: "We recognize that the future of digital also involves having a data strategy and that also involves acknowledging that first-party data plays a role in how we're going to target more effectively."

Modern Marketing: From Campaigns to 360-Degree Experiences

[17:20 – 21:08]

The discussion shifts to the evolution of marketing strategies from discrete campaigns to integrated, always-on brand experiences. Brigitte explains how media fragmentation and the need for relevant, authentic content necessitate a more scientific and multi-faceted approach to reach consumers effectively.

Brigitte King [19:39]: "With media fragmentation... there is a very distinct and somewhat scientific technique to define what your ideal mix needs to look like."

Colgate employs Integrated Brand Experience (IBE) leads who are tasked with creating cohesive consumer experiences across various media channels, ensuring that marketing efforts are data-driven, consumer-centric, collaborative, and result-oriented.

Balancing Innovation with Accountability

[21:49 – 23:34]

Brigitte delves into the delicate balance between fostering innovation and maintaining accountability, particularly when integrating new technologies and approaches. She aligns with Google's 70/30 rule—70% accountability and 30% experimentation—emphasizing the need to protect space for testing and learning without compromising on business objectives.

Brigitte King [21:49]: "Any good leader also knows that they have to protect that 30% you're talking about."

At Colgate, this balance is cultivated by encouraging courageous leadership, where admitting failures and learning from them is integral to the company culture.

Corporate Responsibility: Bright Smiles Bright Futures

[26:12 – 28:54]

Brigitte highlights Colgate-Palmolive’s longstanding initiative, Bright Smiles Bright Futures, which has positively impacted 1.7 billion children and their families since its inception in 1991. The program focuses on promoting good oral care, health, and hygiene habits through dental screenings, toothpaste samples, and educational resources globally.

Brigitte King [26:19]: "We've reached 1.7 billion children and their families to deliver dental screenings, toothpaste, cavity toothpaste samples..."

Bethany Poole connects this initiative to Google's philosophy of creating products that are useful and integrated into daily life, reinforcing the importance of utility and long-term impact in product development.

Bethany Poole [28:37]: "Is Google a toothbrush product?"

Brigitte appreciates the analogy, recognizing the importance of creating products that become indispensable in consumers’ lives.

Conclusion

The episode concludes with reflections on the importance of courage, continuous learning, and strategic innovation in modern marketing. Brigitte King’s insights offer a blueprint for leaders aiming to navigate the complexities of digital transformation while maintaining accountability and fostering a culture of experimentation.

Brigitte King [28:54]: "Thank you for listening to Modern Marketers by Think with Google."

Listeners are encouraged to subscribe for future episodes, ensuring they stay informed about cutting-edge marketing strategies and perspectives from industry leaders.

Notable Quotes with Timestamps:

• Brigitte King [02:25]: "Prior planning prevents poor performance."
• Brigitte King [04:18]: "I've had two boomerang moments, neither one of which were expected nor planned."
• Brigitte King [06:57]: "We had to talk about Gen AI... It's new, it's different, not everybody knows everything about it."
• Brigitte King [13:05]: "We partnered right up front to do a rigorous solid benchmarking..."
• Brigitte King [19:39]: "With media fragmentation... there is a very distinct and somewhat scientific technique to define what your ideal mix needs to look like."
• Brigitte King [21:49]: "Any good leader also knows that they have to protect that 30% you're talking about."
• Brigitte King [26:19]: "We've reached 1.7 billion children and their families to deliver dental screenings..."
• Brigitte King [28:54]: "Thank you for listening to Modern Marketers by Think with Google."

This episode offers valuable insights into how large consumer brands like Colgate-Palmolive are navigating the digital landscape, balancing innovation with accountability, and maintaining a steadfast commitment to corporate social responsibility.