Kimberly-Clark’s Patricia Corsi on the AI hype, Cannes jargon - The Digiday Podcast

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[00:00]
Patricia Corsi
Foreign.
[00:11]
Kamiko McCoy
Welcome to the Digiday Podcast, a show about the business of media and marketing. And this week, it's all about the Cannes lion. I'm Kamiko McCoy, senior marketing reporter here at Digiday.
[00:21]
Tim Peterson
And I'm Tim Peterson, executive editor of video and audio at Digiday Media.
[00:26]
Kamiko McCoy
Tim, we've got a very special series of shows that'll be happening over the course of Cannes. I'll be there reporting live from the ground, and I'm super excited.
[00:35]
Tim Peterson
Yeah, let's be clear. You have a special series of episodes from Cannes Lion. I am going to be nowhere near Ken and I'm more than fine with that. But yeah, you got a whole bunch of interviews lined up. So tell me, like, tell me about this series.
[00:50]
Kamiko McCoy
So we've got. We did this. We've done this for the past couple of years. And what I love about it is that it brings people an on the ground look for what's happening topics that are trending from, you know, some of the bigger names in the industry. Unfortunately, Tim, we did not get man who was at the gutter bar with his shirt off. The stories that you've heard there, I was not able to get him for our show.
[01:09]
Tim Peterson
That's probably for the best. That's maybe more of a video podcast anyway, that person.
[01:15]
Kamiko McCoy
But some of the topics that we will be covering and this will be every day this week that'll be coming out. So we've got people talking about expectations for this year's can. One of the big topics is going to be AI. If last year it was, expectations for AI has arrived and here are all the ways that we can use it. The conversation is now we've used it. Where are my measurable results? I need more than scale and content creation. We've talked about this on the podcast before as well. Just like how Meta and other platforms have been coming out. So a big expectation there. Retail media's footprint. That's a mouthful. Is something else that we're going to be covering and taking a look at how. I think Albertson's got a grocery store on the ground this year. Are you sure you don't want to come?
[01:58]
Tim Peterson
Oh, like an act. I have grocery stores very close to my house. I'm fine. I can do my food shop in sunny California. Not hot, south of France.
[02:10]
Kamiko McCoy
I'll be sure to check the salmon prices there. But they'll also be there on the ground. One of the episodes that I'm most excited about is, I guess you can call it an oral history. We're going to have Crystal Scanlon, our platforms reporter, join us to talk about the platforms and how they've shown up at the beach. Historically, I'm sure everyone has noticed X slash Twitter has been missing for the past couple of years. So that'll be something else that we'll be focusing on as well. But we've got a whole kitten caboodle, if you will, of topics that we'll be discussing and exploring. And by we, I mean me and the people that I'm going to have join me on the pod.
[02:45]
Tim Peterson
Yeah. So who do you have joining you for this first one?
[02:47]
Kamiko McCoy
For this first one, we got Patricia Corsi. She is the chief Growth officer at Kimberly Clark. And what's exciting is this is her first year going to can with Kimberly Clark. In the past she's been with Bayer and others. So super excited to kind of get her POV on what it looks like as chief Growth officer for this brand.
[03:06]
Tim Peterson
Okay. So can vet but new company, new position. So potentially new can for her as well.
[03:12]
Kamiko McCoy
Exactly. Exactly. When we talked to her, I asked her, you know, the juxtapos to, to set us up a juxtaposition here of the look of like the schmoozing that happens at Canada Stone for in kind of the business. And she was like, I actually forego the rose and I'm business meetings on the ground and things like that. I think we'll see a little bit more of that this year as Patricia kind of. I think we'll see a little bit more of this this year as Patricia kind of dug into for us. So really exciting conversation that I had with her about those things.
[03:43]
Tim Peterson
She sounds like my kind of person. Like, let's just, I'm here for business. Let's do business. Let me get home. That's, that's, that would be my kind of can. So I'm excited to hear how she manages the week.
[03:52]
Kamiko McCoy
It'll be a good episode. In addition to our podcast that we'll have throughout the week, we've also got Seb Joseph, our executive news editor that will be there with our briefing. That'll happen every day, so be sure to check out our online, online news coverage. And we have our editor in chief, Jim Cooper there with our video series. So lots of content planned throughout the week for, for the Digiday staff.
[04:13]
Tim Peterson
I'm already tired listening to everything you all are going to be doing over there. Good luck.
[04:17]
Kamiko McCoy
Thanks, Patricia. Welcome to the Digiday podcast at can. How are you? Glad to have you.
[04:32]
Patricia Corsi
Thank you for having me. Kimiko. I'M super excited to be with you today.
[04:36]
Kamiko McCoy
We are back in time for another can. This is obviously not your first go at being in the south of France with all the craziness that is the Cannes Lion. You've got even a bit of a footprint there, having been listed as one of the top 10 CMOs back in 2023. But this is your first year going as Chief Growth Officer at Kimberly Clark, right?
[04:56]
Patricia Corsi
Yes, exactly. Because last year I was announced, but I actually started 1st of July, so everybody knew, but I was not. I was in, but I was not in. It was a fun. It was a fun experiment because I was also in the titanium jewelry. So it was. It was intense as it goes.
[05:18]
Kamiko McCoy
Well, you've got a new title and you're at a new company. What does that mean for your approach to Cannes this year?
[05:24]
Patricia Corsi
Look, this is going to be, I think, almost 10 years that I'm going to Cannes. And there is one thing that I really like, that I see happening is Khan is becoming more and more a business meeting. And I think bringing creativity to the center of growth is one of the most important things that we can do from an industry point of view. So this has just evolved. It doesn't change. I think one thing that is really important for me is to not get extracted in all meetings and not see the work. One of the things that normally I escape by myself and I go to the basement to see the work, and I find that very inspirational. Different categories, different mediums is just one of. I think is one of the best things of Cannes. Just seeing the sheer amount of work from different countries, different regions, I find it very inspirational. And then, of course, meeting people. And I have to say that since COVID Yeah. The new generation that I see in Cannes, I am very excited about it because I hear their questions on the panel, their interest and the way they think, and it gives me great hopes for the future of communication, advertising, marketing, and et cetera. So lots of things change a little bit here and there, but I think it's more of an evolution than a break. And there is always the jargons. Every year, every two years, there is one of the words that it's a bingo thing whenever somebody says AI, bingo. So we can have fun with that.
[07:06]
Kamiko McCoy
As well, I think. And we'll get into that later in the episode talking about AI because we can't escape it at can. Right. But talk to me a little bit about how your schedule is shaping up this year. Who are you meeting with, what's on your agenda? And how far in advance do you book these things?
[07:22]
Patricia Corsi
Yeah, it's. First of all, I'm very excited that there is an incredible agenda that the team is putting together. The first thing we are going to do is of course meet our strategic partner. So this is the most important thing, both from a creative point of view, a media point of view of view, as well from a digital point of view. So this is the place where we can have the teams working together and really talking about the future. What we are going to bet on, which are the things that we want to push the boundaries, you know, to be best in class. So I think this is one, the second thing. This year we launch our Creative Council in Cannes, which is the first time I do that launched in Cannes. So I, I had a Creative Council in my previous gig. But I think it's going to be very exciting because there is a different sort of juice in the air that gets people really inspired to do best in class work. And I think the third theme is really to have the team there. One of the things that we do and I'm doing for a couple of years now, I like to blend having the most, I would say most senior and most influential people from the company going to Cannes as well as the upcoming and talent, that is the talent of the future. And we created something that is called like roofing reporters. And it's a recognition of the work that they have done or they've been part on during the year and then they get to broadcast all the good things and the different things that I have seen to the whole marketing community in the company. So these are the people that I'm going to meet. I'm going to meet our own team. I'm going to meet the partners, the Creative Council and hopefully also get some metals in our hands as well as a recognition of the work from the team. This would be amazing. In less than one year in the job, it would be a fantastic feat.
[09:16]
Kamiko McCoy
Yeah, I could imagine. I could imagine. I want to lean into your point about meeting with those strategic partners. As I'm having conversations with marketers and other CMOs and growth officers that are going to be on the ground. One of the things is accountability that I've heard that come up a couple of times, right? Retail media, AI and some of these other, as you mentioned, jargon and big topic things, you know, have been, they've been really big topics. But you know, the question then comes down to performance. So kind of what are some of the talking points that you're hoping kind of come to fruition while you're on the ground with these partners.
[09:49]
Patricia Corsi
Yeah. I think the first thing is having a focused conversation of what are we doing to win in the marketplace? Right. Sometimes it's. Sometimes there is a loss of what is the most important thing we are all working towards, you know, growth and growth that generates more growth for the communities where we produce things for the customers that we sell so that generate employment. So this is really the thing that we should be focusing on. There is always the trick of that, you know, great idea that solves a problem that nobody has. And I try to steer very clear from those. And because, you know, sometimes when you look if we just evaluate for idea per se, it's a brilliant idea. The problem is that it doesn't solve anything that anybody cares about. So I think really focusing on what's the problem we are trying to solve, what's the opportunity we're trying to grasp. And of course this has to be a relationship that you build throughout the months that you work together. Monthly they know what, what you're, where you're winning, they know where you need support. So it's really a relationship, not a vendor engagement. So when you're getting there, we know what are the things that, that move the needle, Right? Yeah. And I think this is one thing, but the second thing is sometimes there is this discussion, this obsession about the return on investment in isolation. Right. And how do you explain what's the effect of creativity and what's the effect of buying media better and etc. There is a lot of studies out there. You just need to be curious enough to say, you know, that creativity works. Right. And you know, there are a couple of things that will drive and will move the needle further, but you need to have your foundations in place. So the discussions that I want to have with the team and with the partners in there is do we have the foundations in place to allow us to use any big opportunity as a trampoline, not as a sofa? Right. Because you want this opportunity to elevate you significantly to the next level, not just move the little bit more incremental move. So I think this is one big one. And on AI, I'm looking for a little bit of more balanced conversation on AI. I think there's so many places where AI plays a fantastic role, but I think having I don't like this very one side comments that it's going to destroy the creative industry. It's going to kill all the jobs. So it feels like you're going into, you know, an Episode of Murders in the Building. Right. So something really bad is going to happen. You're just waiting for it. And, and I think there is something in between and I don't think it's, it's to the benefit of this industry and this craft that all of us love so much that we create this, this narrative. I think we should be, look, there are a lot of things that are inefficient. We need to, we need to use it to bring efficiency. We need to use it as a tool to get creatives and media folks and digital specialists to the next level faster. Absolutely right. But it's a different conversation than I'm going to scare you to death, therefore jump on this boat. Right. You know, the shark nado is coming. Do, do, do, do. It's, it's not what I'm, what I'm excited about discussing.
[13:36]
Kamiko McCoy
So, so what are the pain points that Kimberly Clark and your team are facing that you're hoping AI can help resolve? Right. We just learned that Meta AI is Meta is kind of pushing its one stop shop for AI. There's other platforms that are doing the same where they do everything from like targeting and media buying to content creation. So what pain points are you guys having that you're hoping AI can save without the Jaws theme music in the background?
[14:03]
Patricia Corsi
Absolutely. So I think there are some of the basic ones that adaptation content creation. But you know, in scale, when you have a platform, I think this can be very helpful. When you want to scale up things fast, it can be very helpful. And everything that we look that is things that we can do a little bit better, that can be a tool to make it better. I find it quite competing. I haven't seen anything on AI yet so I'm looking forward to my weekend counts to on, you know, soundtracks and casting and so some. And humor. Right. So some of those things I'm looking forward to see is there a role for it and what it would be. So I'm interested to know more about that, but I think for now we know what it can do. And recently the Google marketing presentation. Wow. Some of those images are incredible. It's great. And we should absolutely take advantage of that if there is no good idea behind it. So you're creating an image based on what. So I think there is this combination of the two things which I find very exciting and I think we should treat as again a jump opportunity and not as a scary opportunity because then in my previous gig I was also the Chief Technology officer and I think one of the things that really gets people to not do the best or not take the best advantage of technology is to be scared because they don't understand. And I think there is a great opportunity to really explain in simple terms in a way that everybody understands that it's not something that either you do it or die, which is something that I'm reading a lot everywhere. If you're not in, then you're dead. All the jobs are going to be killed. And granted, that is, I think one of the things that I think it will happen in Cannes this year is the whole discussion about what is happening to the industry. I think this, I think, is going to be the biggest. I think it will be neck to neck to AI on the top, on the Bingo Khan, which are the top things that we are going to discuss.
[16:39]
Kamiko McCoy
When you say what is happening to the industry, is that in terms of AI kind of upending workflows and creativity, or specify what you mean there.
[16:47]
Patricia Corsi
So there is this. What is the role of AI, how it can improve, how it's going to change the industry. The second one is, of course, the consolidations.
[16:58]
Kamiko McCoy
Yeah, right.
[16:59]
Patricia Corsi
So the third one is when we are looking at the content economy and when you're looking at digital and the content creation universe. Right. Which is. It's a very, you know, it's a very different universe than we had just a couple of years back. So what's the role of this industry? What's the. What's the role of craft? So there is a couple of things to discuss. And, you know, if you see the announcements on. On media, media agencies being consolidated, advertising agencies, you know, in, I don't know, past three years, I. I'm losing count. Some of the biggest names in the advertising world have ceased to exist because they were consolidated. So I think this is a little bit the. The moment where I think some might say that is like, you know, a midlife crisis for the industry.
[18:01]
Kamiko McCoy
Well, it's also kind of, you know, one part of it is a consolidation for like, AI and things like that. But it's also an economic crisis. No, because there's conversations about recession and, you know, tariffs and things like that. And even a company as big as Kimberly Clark hasn't been immune to the changes in economic headwinds. So the question then, you know, becomes like, you talk about this duality of can, there's rose flowing, there's yachts, but at the same time, there's consolidation, there's layoffs. So how do. How do you kind of justify the. Not to say roi, but the Investment in something like Cannes.
[18:34]
Patricia Corsi
I don't know if I'm an odd one out, but I don't think I ever had a glass of rose in Cannes. For me, it has always been an important meeting because it was an opportunity to see the creatives, to recognize their word and get them excited to continue to do their best work for us. In my experience, and I've worked in all different industries and there are industries that I've worked that people will beg to work for that industry. And I have worked in industries where people have to be paid significant more because they don't want to work for that industry. But one of the things that I think I really understood is the creative team, the planning, the strategy team, they want to do amazing work. And when you partner and Khan is one event that there is a recognition of this work and when they find a match with partners. Now, I wouldn't say clients with partners that have a similar ambition, that want to drive that agenda and will go head to head with them to get that vision realized is actually a really big. It's a big meeting week. This is one, the second one. I've always liked to be in the jury work because you get to see a lot of the work and I think the work that you see, it helps to give you context. When you think, oh, I'm doing great work and then you see some work, I said, oh my God, my work is not that great. Right. So it puts you. When I'm talking to my creatives and they know that I value their craft so much that I go to the lens of studying it and wanting to know, and I spend time in the basement looking at the work, I think they do their best work for us. So when I look at that, this is one, the second one, I think the economic multiplier of creativity, it's very clear to me. And when we're thinking about AI and we are thinking about algorithm and we are going to end up seeing just the things that the algorithm tells us that we should see. If we build relationships with the brands, then you will go for that, right? So the algorithm is not going to take your power of purchase. And this is the thing that we need to make sure that the creativity is doing for our brand. So Khan is a space where we can make sure that we don't lose that connectivity and that passion for creativity.
[21:13]
Kamiko McCoy
That makes sense. It seems like can to your point when we first started talking is like, you know, there's, there's. Yes, there's still the schmoozing Right. But there's also a lot of, I guess, deals that are being made and strategy, strategic meetings and things like that. So talk to me a little bit about the team that you're going to have on the ground. Right. Kind of. What are your, with those things in mind, what are your expectations of them? Do they. How do you balance the festival part of Kien with the work that needs to be done?
[21:45]
Patricia Corsi
Yeah. So I've seen their agendas. They are going to be busy bus. So everyone is connecting with customers, with partners. They're seeing the work. So it's really a really busy week. It is also an opportunity to be talking to publishers, to be talking to the most important channels that talk about advertising, to talk about the work we do. And with that we recognize and reward not just our agency partners, but also the team that is back home working on those ideas and making them alive in the marketplace. So there is this proud sense that the team needs to carry as they are there and they're doing interviews and panels and things like this. So I think this is an important thing because there is a time talent aspect internally and for the agencies as well. I was talking about, you know, the, the best creatives want to work with the best clients, but the best partners, but also the best talent want to be in the companies that do the best work with their brands. So, so people are watching and paying attention and to my point before to you, that I've seen can evolve from this more focus on the party thing to something that is more business related. I think this is another year where they are taking another step with the CEO forum. Right. So on Monday there is the CEOs of the biggest companies in the world that are going to, to get together and talk about the importance of creativity and talking about, you know, what are the things that they are seeing in terms of challenges and how creativity can support growth and can support the targets of each different business. So I think this is another. And we see every time more customers having meetings there. So there is a lot that the team is going to be doing in place and hopefully because it has to be work hard and play hard at night when there is no more meetings. There is great music in some of the places there just to just to dance out some of the energy and some of the tiredness from the day.
[23:59]
Kamiko McCoy
One of the partners that I think is important to note is TikTok. They'll have their presence there again at the Carlton Hotel as they have in years past. But this year They've got the TikTok ban looming over them. Do you have any plans to get, get some intel about what that, what that means for Kimberly Clark and the social media plan and media buying while you guys are on the ground?
[24:20]
Patricia Corsi
Yeah. So we have two of our most senior leaders in the digital and media space, both from the US and the global team in Cannes joining and they are going to meet with all our social media and Digital Partners and TikTok is one of them, Google is another one of them. Meta is another one of them. But there are lots of other partners that are bringing really interesting things. Snap, Pinterest, etc. So I think there is an opportunity in one place, in one goal. You have one week to see everything and then you, you can bounce back ideas and say which are the ones that make sense more for this country, for the other country, for this brand, for the other brand. So I'm looking forward to, to hear what's going to be the key takeaways from them because of course we will have to divide and conquer. We are not going to be able to be all at the same places. But I'm sure also the partners are keeping some great news and some, you know, secrets for Cannes because it's worth and then hopefully we are all going to be amazed with some of the new news they review there.
[25:31]
Kamiko McCoy
Yeah. And the last question for you, are there any announcements or news that Kimberly Clark is expecting to put out as we're getting closer to Cannes?
[25:39]
Patricia Corsi
Oh, but if I learn one thing in English, there is something called spoiler alert. I can't do spoiler alert. Tabitha is not here, but if she's here in video, she would be looking at me like, no, no, no. Of course we have some great pieces of work that we have submitted with our partners to the festival. Some work that I'm extremely proud of and in different brands. So I will mention a couple with poise that is an adult care brand. A topic that nobody wants to talk about. No women want to say that they are, you know, leaking a little bit, but it happens to two out of three women. So if in this call we have three or four of us, half of it will, will be in, in the chances of having it. And I think the way that, that we are really presenting the brand as a partner with the work that we are doing and its initial stages on innovation, on drops of hope, but also what people can do. We have another one, another piece of work really good from Brazil, 100% social on how to help people that already are facing this situation, but also breaking taboos with good nights for children, children with neuro challenges, Huggies, Kleenex. So we have a number of brands which by the way are the brands that needed the most because these brands are brands. We are present in 25% of the households globally. Very few companies can say that. And we need to continue to give great reasons for our consumers, not just with our products, but with our brands, with our purpose. And we want our, our propositions to continue to, to love us and to continue to be, you know, great consumers for our products.
[27:43]
Kamiko McCoy
I'm going to sneak in one last question. It's a sticky one, but I wouldn't be doing my job if I didn't ask and I should have asked it earlier. Obviously you guys are a global brand, right? And I think it's worth noting Ad Age reported that there's travel restrictions have caused some marketers to have kind of second thoughts about traveling abroad to can over fears of reentering the US and things like that. Given you guys are a global brand, has that impacted travel plans at all? Do we have contingency plans or anything like that to make sure everybody gets where they need to be without hiccups?
[28:15]
Patricia Corsi
Look, as I mentioned to you before, we have now a global team that is spread across the globe. So we have people traveling from different geographies within, within Europe, in Asia, some in the US So overall I think there is a good, I think there is a good sense that this is going to be one thing that hopefully is not going to impact the team. Everyone is very excited to join and hopefully we have a tremendous week there. And again I, I think it's important that Cannes continue to grow and evolve because this helps the craft. I one of the things that I've learned in Covid all the innovations, they stop growing because people and they could buy it online. But how do you, where do you find innovation? Where do you find your brands? You find it in the point of sales, talking to people, hearing people talking about how that product work, etc. It's brands are something that will be with us until the end of time. We need to make sure that they have a value added, they have a differentiation and and I think this is a great, a great job for anyone that likes a challenge.
[29:35]
Kamiko McCoy
Absolutely. Patricia, thank you so much for joining us on the Digiday podcast. It has been a pleasure having you and safe travels.
[29:43]
Patricia Corsi
Thank you very much. I hope to see you there.
[29:50]
Kamiko McCoy
Well, that brings us to the end of this episode of the Digiday Podcast. Thank you to everyone for listening and Please don't forget to share this episode with someone who you think would enjoy it. You can even rate us and leave us a comment on Apple Podcasts. Thank you so much for joining us.

Summary5 min read

The Digiday Podcast: Kimberly-Clark’s Patricia Corsi on the AI Hype & Cannes Jargon

Release Date: June 16, 2025

Introduction

In the latest episode of The Digiday Podcast, hosts Kamiko McCoy and Tim Peterson delve into the dynamics of the upcoming Cannes Lions event. This episode spotlights an insightful conversation with Patricia Corsi, the Chief Growth Officer at Kimberly-Clark, providing listeners with an in-depth understanding of her perspectives on AI, industry challenges, and Kimberly-Clark's strategic initiatives at Cannes.

Overview of Cannes Lions Coverage

Kamiko McCoy introduces the podcast's special focus on Cannes Lions, highlighting a series of live reports and interviews aimed at uncovering trending topics and big stories pertinent to brands, agencies, and publishers navigating the digital landscape.

Kamiko McCoy [00:10]:

"This week, it's all about the Cannes Lion... I'm super excited."

Tim Peterson complements this by outlining the breadth of interviews and discussions planned, ensuring listeners that the coverage will be comprehensive and grounded in real-time insights from the event.

Interview with Patricia Corsi

Background and Role at Kimberly-Clark

Patricia Corsi, a seasoned executive recognized as one of the top 10 CMOs in 2023, discusses her new role at Kimberly-Clark and her inaugural attendance at Cannes in this capacity.

Patricia Corsi [04:36]:

"This is my first year going to Cannes with Kimberly-Clark... super excited to get my POV."

She emphasizes her dual experience from previous positions, which informs her strategic approach to growth and creativity within the company.

Approach to Cannes

Corsi articulates a shift in Cannes from mere social events to a hub for strategic business meetings. She underscores the importance of integrating creativity into growth strategies and maintaining a balance between networking and absorbing creative work.

Patricia Corsi [05:24]:

"Khan is becoming more and more a business meeting... bringing creativity to the center of growth is one of the most important things."

She highlights her personal strategy of avoiding excessive social distractions to focus on inspiring creative work, drawing inspiration from diverse global contributions showcased at Cannes.

Key Themes: AI and Retail Media

A significant portion of the discussion centers on the evolving role of Artificial Intelligence (AI) in marketing. Corsi reflects on the transition from AI being a topic of future potential to its current integration and the necessity for measurable results beyond mere content creation.

Patricia Corsi [01:14]:

"A big expectation there. If last year it was expectations for AI... now the conversation is we've used it, where are my measurable results?"

She advocates for a balanced discourse on AI, avoiding extreme narratives of either utopian efficiency or dystopian job losses, and promoting its use as a tool for enhancing creativity and operational efficiency.

Patricia Corsi [13:36]:

"I think there is a great opportunity to really explain in simple terms... it's not something that either you do it or die."

Corsi also touches upon the expansion of retail media's footprint, mentioning Kimberly-Clark's strategic presence in grocery stores like Albertson's to bolster their market engagement.

Industry Challenges: Consolidation and Economic Factors

The conversation shifts to broader industry challenges, including consolidation within media and advertising agencies and the impact of economic headwinds such as potential recessions and tariffs. Corsi discusses how these factors influence strategic planning and investment in events like Cannes.

Patricia Corsi [16:38]:

"What is the role of AI, how it can improve, how it's going to change the industry... the role of craft."

She notes that despite economic uncertainties, maintaining a focus on creativity and strategic partnerships remains paramount for sustained growth and industry relevance.

Team Dynamics and Goals at Cannes

Corsi outlines Kimberly-Clark's comprehensive agenda for Cannes, which includes launching a Creative Council, recognizing outstanding team contributions through initiatives like "roofing reporters," and fostering relationships with strategic partners.

Patricia Corsi [07:22]:

"We are going to meet our strategic partners... launch our Creative Council in Cannes."

She emphasizes the importance of blending senior leadership with emerging talent to ensure a robust presence and meaningful engagements throughout the event.

Balancing Work and Festival Atmosphere

Acknowledging the dual nature of Cannes as both a business forum and a social festival, Corsi discusses how Kimberly-Clark's team plans to juggle strategic meetings with opportunities to unwind and network in a balanced manner.

Patricia Corsi [21:44]:

"This is an opportunity to be talking to publishers... play hard at night when there is no more meetings."

Brand Announcements and Projects at Cannes

Corsi teases upcoming announcements from Kimberly-Clark, highlighting innovative projects and campaigns across various brands such as Poise and Huggies. She emphasizes the company's commitment to purpose-driven marketing and breaking societal taboos through creative initiatives.

Patricia Corsi [25:39]:

"We have some great pieces of work that we have submitted... presenting the brand as a partner with the work that we are doing."

She underscores Kimberly-Clark's global presence and the importance of maintaining differentiation and value-added propositions to remain a beloved brand worldwide.

Travel Considerations Amid Global Challenges

Addressing potential travel restrictions and logistical challenges, especially in light of concerns raised by Ad Age regarding travel fears, Corsi reassures that Kimberly-Clark's global team structure allows for flexible participation without significant disruptions.

Patricia Corsi [28:14]:

"We have a global team that is spread across the globe... everyone is very excited to join."

She remains optimistic about the event's success and the continued evolution of Cannes as a pivotal platform for innovation and connection.

Conclusion

The episode concludes with Kamiko McCoy expressing gratitude to Patricia Corsi for her valuable insights and a preview of the dynamic week Cannes is set to be. Listeners are encouraged to stay tuned for further coverage and to engage with the podcast through sharing and feedback.

Notable Quotes with Timestamps

Kamiko McCoy [00:10]:

"This week, it's all about the Cannes Lion... I'm super excited."
Patricia Corsi [04:36]:

"This is my first year going to Cannes with Kimberly-Clark... super excited to get my POV."
Patricia Corsi [05:24]:

"Khan is becoming more and more a business meeting... bringing creativity to the center of growth is one of the most important things."
Patricia Corsi [13:36]:

"I think there is a great opportunity to really explain in simple terms... it's not something that either you do it or die."
Patricia Corsi [25:39]:

"We have some great pieces of work that we have submitted... presenting the brand as a partner with the work that we are doing."
Patricia Corsi [28:14]:

"We have a global team that is spread across the globe... everyone is very excited to join."

This comprehensive summary encapsulates the key discussions and insights from the episode, offering valuable takeaways for listeners interested in the intersection of marketing, AI, and strategic growth within the dynamic environment of Cannes Lions.

Loading summary

Transcript46 lines

[00:00]
Patricia Corsi
Foreign.
[00:11]
Kamiko McCoy
Welcome to the Digiday Podcast, a show about the business of media and marketing. And this week, it's all about the Cannes lion. I'm Kamiko McCoy, senior marketing reporter here at Digiday.
[00:21]
Tim Peterson
And I'm Tim Peterson, executive editor of video and audio at Digiday Media.
[00:26]
Kamiko McCoy
Tim, we've got a very special series of shows that'll be happening over the course of Cannes. I'll be there reporting live from the ground, and I'm super excited.
[00:35]
Tim Peterson
Yeah, let's be clear. You have a special series of episodes from Cannes Lion. I am going to be nowhere near Ken and I'm more than fine with that. But yeah, you got a whole bunch of interviews lined up. So tell me, like, tell me about this series.
[00:50]
Kamiko McCoy
So we've got. We did this. We've done this for the past couple of years. And what I love about it is that it brings people an on the ground look for what's happening topics that are trending from, you know, some of the bigger names in the industry. Unfortunately, Tim, we did not get man who was at the gutter bar with his shirt off. The stories that you've heard there, I was not able to get him for our show.
[01:09]
Tim Peterson
That's probably for the best. That's maybe more of a video podcast anyway, that person.
[01:15]
Kamiko McCoy
But some of the topics that we will be covering and this will be every day this week that'll be coming out. So we've got people talking about expectations for this year's can. One of the big topics is going to be AI. If last year it was, expectations for AI has arrived and here are all the ways that we can use it. The conversation is now we've used it. Where are my measurable results? I need more than scale and content creation. We've talked about this on the podcast before as well. Just like how Meta and other platforms have been coming out. So a big expectation there. Retail media's footprint. That's a mouthful. Is something else that we're going to be covering and taking a look at how. I think Albertson's got a grocery store on the ground this year. Are you sure you don't want to come?
[01:58]
Tim Peterson
Oh, like an act. I have grocery stores very close to my house. I'm fine. I can do my food shop in sunny California. Not hot, south of France.
[02:10]
Kamiko McCoy
I'll be sure to check the salmon prices there. But they'll also be there on the ground. One of the episodes that I'm most excited about is, I guess you can call it an oral history. We're going to have Crystal Scanlon, our platforms reporter, join us to talk about the platforms and how they've shown up at the beach. Historically, I'm sure everyone has noticed X slash Twitter has been missing for the past couple of years. So that'll be something else that we'll be focusing on as well. But we've got a whole kitten caboodle, if you will, of topics that we'll be discussing and exploring. And by we, I mean me and the people that I'm going to have join me on the pod.
[02:45]
Tim Peterson
Yeah. So who do you have joining you for this first one?
[02:47]
Kamiko McCoy
For this first one, we got Patricia Corsi. She is the chief Growth officer at Kimberly Clark. And what's exciting is this is her first year going to can with Kimberly Clark. In the past she's been with Bayer and others. So super excited to kind of get her POV on what it looks like as chief Growth officer for this brand.
[03:06]
Tim Peterson
Okay. So can vet but new company, new position. So potentially new can for her as well.
[03:12]
Kamiko McCoy
Exactly. Exactly. When we talked to her, I asked her, you know, the juxtapos to, to set us up a juxtaposition here of the look of like the schmoozing that happens at Canada Stone for in kind of the business. And she was like, I actually forego the rose and I'm business meetings on the ground and things like that. I think we'll see a little bit more of that this year as Patricia kind of. I think we'll see a little bit more of this this year as Patricia kind of dug into for us. So really exciting conversation that I had with her about those things.
[03:43]
Tim Peterson
She sounds like my kind of person. Like, let's just, I'm here for business. Let's do business. Let me get home. That's, that's, that would be my kind of can. So I'm excited to hear how she manages the week.
[03:52]
Kamiko McCoy
It'll be a good episode. In addition to our podcast that we'll have throughout the week, we've also got Seb Joseph, our executive news editor that will be there with our briefing. That'll happen every day, so be sure to check out our online, online news coverage. And we have our editor in chief, Jim Cooper there with our video series. So lots of content planned throughout the week for, for the Digiday staff.
[04:13]
Tim Peterson
I'm already tired listening to everything you all are going to be doing over there. Good luck.
[04:17]
Kamiko McCoy
Thanks, Patricia. Welcome to the Digiday podcast at can. How are you? Glad to have you.
[04:32]
Patricia Corsi
Thank you for having me. Kimiko. I'M super excited to be with you today.
[04:36]
Kamiko McCoy
We are back in time for another can. This is obviously not your first go at being in the south of France with all the craziness that is the Cannes Lion. You've got even a bit of a footprint there, having been listed as one of the top 10 CMOs back in 2023. But this is your first year going as Chief Growth Officer at Kimberly Clark, right?
[04:56]
Patricia Corsi
Yes, exactly. Because last year I was announced, but I actually started 1st of July, so everybody knew, but I was not. I was in, but I was not in. It was a fun. It was a fun experiment because I was also in the titanium jewelry. So it was. It was intense as it goes.
[05:18]
Kamiko McCoy
Well, you've got a new title and you're at a new company. What does that mean for your approach to Cannes this year?
[05:24]
Patricia Corsi
Look, this is going to be, I think, almost 10 years that I'm going to Cannes. And there is one thing that I really like, that I see happening is Khan is becoming more and more a business meeting. And I think bringing creativity to the center of growth is one of the most important things that we can do from an industry point of view. So this has just evolved. It doesn't change. I think one thing that is really important for me is to not get extracted in all meetings and not see the work. One of the things that normally I escape by myself and I go to the basement to see the work, and I find that very inspirational. Different categories, different mediums is just one of. I think is one of the best things of Cannes. Just seeing the sheer amount of work from different countries, different regions, I find it very inspirational. And then, of course, meeting people. And I have to say that since COVID Yeah. The new generation that I see in Cannes, I am very excited about it because I hear their questions on the panel, their interest and the way they think, and it gives me great hopes for the future of communication, advertising, marketing, and et cetera. So lots of things change a little bit here and there, but I think it's more of an evolution than a break. And there is always the jargons. Every year, every two years, there is one of the words that it's a bingo thing whenever somebody says AI, bingo. So we can have fun with that.
[07:06]
Kamiko McCoy
As well, I think. And we'll get into that later in the episode talking about AI because we can't escape it at can. Right. But talk to me a little bit about how your schedule is shaping up this year. Who are you meeting with, what's on your agenda? And how far in advance do you book these things?
[07:22]
Patricia Corsi
Yeah, it's. First of all, I'm very excited that there is an incredible agenda that the team is putting together. The first thing we are going to do is of course meet our strategic partner. So this is the most important thing, both from a creative point of view, a media point of view of view, as well from a digital point of view. So this is the place where we can have the teams working together and really talking about the future. What we are going to bet on, which are the things that we want to push the boundaries, you know, to be best in class. So I think this is one, the second thing. This year we launch our Creative Council in Cannes, which is the first time I do that launched in Cannes. So I, I had a Creative Council in my previous gig. But I think it's going to be very exciting because there is a different sort of juice in the air that gets people really inspired to do best in class work. And I think the third theme is really to have the team there. One of the things that we do and I'm doing for a couple of years now, I like to blend having the most, I would say most senior and most influential people from the company going to Cannes as well as the upcoming and talent, that is the talent of the future. And we created something that is called like roofing reporters. And it's a recognition of the work that they have done or they've been part on during the year and then they get to broadcast all the good things and the different things that I have seen to the whole marketing community in the company. So these are the people that I'm going to meet. I'm going to meet our own team. I'm going to meet the partners, the Creative Council and hopefully also get some metals in our hands as well as a recognition of the work from the team. This would be amazing. In less than one year in the job, it would be a fantastic feat.
[09:16]
Kamiko McCoy
Yeah, I could imagine. I could imagine. I want to lean into your point about meeting with those strategic partners. As I'm having conversations with marketers and other CMOs and growth officers that are going to be on the ground. One of the things is accountability that I've heard that come up a couple of times, right? Retail media, AI and some of these other, as you mentioned, jargon and big topic things, you know, have been, they've been really big topics. But you know, the question then comes down to performance. So kind of what are some of the talking points that you're hoping kind of come to fruition while you're on the ground with these partners.
[09:49]
Patricia Corsi
Yeah. I think the first thing is having a focused conversation of what are we doing to win in the marketplace? Right. Sometimes it's. Sometimes there is a loss of what is the most important thing we are all working towards, you know, growth and growth that generates more growth for the communities where we produce things for the customers that we sell so that generate employment. So this is really the thing that we should be focusing on. There is always the trick of that, you know, great idea that solves a problem that nobody has. And I try to steer very clear from those. And because, you know, sometimes when you look if we just evaluate for idea per se, it's a brilliant idea. The problem is that it doesn't solve anything that anybody cares about. So I think really focusing on what's the problem we are trying to solve, what's the opportunity we're trying to grasp. And of course this has to be a relationship that you build throughout the months that you work together. Monthly they know what, what you're, where you're winning, they know where you need support. So it's really a relationship, not a vendor engagement. So when you're getting there, we know what are the things that, that move the needle, Right? Yeah. And I think this is one thing, but the second thing is sometimes there is this discussion, this obsession about the return on investment in isolation. Right. And how do you explain what's the effect of creativity and what's the effect of buying media better and etc. There is a lot of studies out there. You just need to be curious enough to say, you know, that creativity works. Right. And you know, there are a couple of things that will drive and will move the needle further, but you need to have your foundations in place. So the discussions that I want to have with the team and with the partners in there is do we have the foundations in place to allow us to use any big opportunity as a trampoline, not as a sofa? Right. Because you want this opportunity to elevate you significantly to the next level, not just move the little bit more incremental move. So I think this is one big one. And on AI, I'm looking for a little bit of more balanced conversation on AI. I think there's so many places where AI plays a fantastic role, but I think having I don't like this very one side comments that it's going to destroy the creative industry. It's going to kill all the jobs. So it feels like you're going into, you know, an Episode of Murders in the Building. Right. So something really bad is going to happen. You're just waiting for it. And, and I think there is something in between and I don't think it's, it's to the benefit of this industry and this craft that all of us love so much that we create this, this narrative. I think we should be, look, there are a lot of things that are inefficient. We need to, we need to use it to bring efficiency. We need to use it as a tool to get creatives and media folks and digital specialists to the next level faster. Absolutely right. But it's a different conversation than I'm going to scare you to death, therefore jump on this boat. Right. You know, the shark nado is coming. Do, do, do, do. It's, it's not what I'm, what I'm excited about discussing.
[13:36]
Kamiko McCoy
So, so what are the pain points that Kimberly Clark and your team are facing that you're hoping AI can help resolve? Right. We just learned that Meta AI is Meta is kind of pushing its one stop shop for AI. There's other platforms that are doing the same where they do everything from like targeting and media buying to content creation. So what pain points are you guys having that you're hoping AI can save without the Jaws theme music in the background?
[14:03]
Patricia Corsi
Absolutely. So I think there are some of the basic ones that adaptation content creation. But you know, in scale, when you have a platform, I think this can be very helpful. When you want to scale up things fast, it can be very helpful. And everything that we look that is things that we can do a little bit better, that can be a tool to make it better. I find it quite competing. I haven't seen anything on AI yet so I'm looking forward to my weekend counts to on, you know, soundtracks and casting and so some. And humor. Right. So some of those things I'm looking forward to see is there a role for it and what it would be. So I'm interested to know more about that, but I think for now we know what it can do. And recently the Google marketing presentation. Wow. Some of those images are incredible. It's great. And we should absolutely take advantage of that if there is no good idea behind it. So you're creating an image based on what. So I think there is this combination of the two things which I find very exciting and I think we should treat as again a jump opportunity and not as a scary opportunity because then in my previous gig I was also the Chief Technology officer and I think one of the things that really gets people to not do the best or not take the best advantage of technology is to be scared because they don't understand. And I think there is a great opportunity to really explain in simple terms in a way that everybody understands that it's not something that either you do it or die, which is something that I'm reading a lot everywhere. If you're not in, then you're dead. All the jobs are going to be killed. And granted, that is, I think one of the things that I think it will happen in Cannes this year is the whole discussion about what is happening to the industry. I think this, I think, is going to be the biggest. I think it will be neck to neck to AI on the top, on the Bingo Khan, which are the top things that we are going to discuss.
[16:39]
Kamiko McCoy
When you say what is happening to the industry, is that in terms of AI kind of upending workflows and creativity, or specify what you mean there.
[16:47]
Patricia Corsi
So there is this. What is the role of AI, how it can improve, how it's going to change the industry. The second one is, of course, the consolidations.
[16:58]
Kamiko McCoy
Yeah, right.
[16:59]
Patricia Corsi
So the third one is when we are looking at the content economy and when you're looking at digital and the content creation universe. Right. Which is. It's a very, you know, it's a very different universe than we had just a couple of years back. So what's the role of this industry? What's the. What's the role of craft? So there is a couple of things to discuss. And, you know, if you see the announcements on. On media, media agencies being consolidated, advertising agencies, you know, in, I don't know, past three years, I. I'm losing count. Some of the biggest names in the advertising world have ceased to exist because they were consolidated. So I think this is a little bit the. The moment where I think some might say that is like, you know, a midlife crisis for the industry.
[18:01]
Kamiko McCoy
Well, it's also kind of, you know, one part of it is a consolidation for like, AI and things like that. But it's also an economic crisis. No, because there's conversations about recession and, you know, tariffs and things like that. And even a company as big as Kimberly Clark hasn't been immune to the changes in economic headwinds. So the question then, you know, becomes like, you talk about this duality of can, there's rose flowing, there's yachts, but at the same time, there's consolidation, there's layoffs. So how do. How do you kind of justify the. Not to say roi, but the Investment in something like Cannes.
[18:34]
Patricia Corsi
I don't know if I'm an odd one out, but I don't think I ever had a glass of rose in Cannes. For me, it has always been an important meeting because it was an opportunity to see the creatives, to recognize their word and get them excited to continue to do their best work for us. In my experience, and I've worked in all different industries and there are industries that I've worked that people will beg to work for that industry. And I have worked in industries where people have to be paid significant more because they don't want to work for that industry. But one of the things that I think I really understood is the creative team, the planning, the strategy team, they want to do amazing work. And when you partner and Khan is one event that there is a recognition of this work and when they find a match with partners. Now, I wouldn't say clients with partners that have a similar ambition, that want to drive that agenda and will go head to head with them to get that vision realized is actually a really big. It's a big meeting week. This is one, the second one. I've always liked to be in the jury work because you get to see a lot of the work and I think the work that you see, it helps to give you context. When you think, oh, I'm doing great work and then you see some work, I said, oh my God, my work is not that great. Right. So it puts you. When I'm talking to my creatives and they know that I value their craft so much that I go to the lens of studying it and wanting to know, and I spend time in the basement looking at the work, I think they do their best work for us. So when I look at that, this is one, the second one, I think the economic multiplier of creativity, it's very clear to me. And when we're thinking about AI and we are thinking about algorithm and we are going to end up seeing just the things that the algorithm tells us that we should see. If we build relationships with the brands, then you will go for that, right? So the algorithm is not going to take your power of purchase. And this is the thing that we need to make sure that the creativity is doing for our brand. So Khan is a space where we can make sure that we don't lose that connectivity and that passion for creativity.
[21:13]
Kamiko McCoy
That makes sense. It seems like can to your point when we first started talking is like, you know, there's, there's. Yes, there's still the schmoozing Right. But there's also a lot of, I guess, deals that are being made and strategy, strategic meetings and things like that. So talk to me a little bit about the team that you're going to have on the ground. Right. Kind of. What are your, with those things in mind, what are your expectations of them? Do they. How do you balance the festival part of Kien with the work that needs to be done?
[21:45]
Patricia Corsi
Yeah. So I've seen their agendas. They are going to be busy bus. So everyone is connecting with customers, with partners. They're seeing the work. So it's really a really busy week. It is also an opportunity to be talking to publishers, to be talking to the most important channels that talk about advertising, to talk about the work we do. And with that we recognize and reward not just our agency partners, but also the team that is back home working on those ideas and making them alive in the marketplace. So there is this proud sense that the team needs to carry as they are there and they're doing interviews and panels and things like this. So I think this is an important thing because there is a time talent aspect internally and for the agencies as well. I was talking about, you know, the, the best creatives want to work with the best clients, but the best partners, but also the best talent want to be in the companies that do the best work with their brands. So, so people are watching and paying attention and to my point before to you, that I've seen can evolve from this more focus on the party thing to something that is more business related. I think this is another year where they are taking another step with the CEO forum. Right. So on Monday there is the CEOs of the biggest companies in the world that are going to, to get together and talk about the importance of creativity and talking about, you know, what are the things that they are seeing in terms of challenges and how creativity can support growth and can support the targets of each different business. So I think this is another. And we see every time more customers having meetings there. So there is a lot that the team is going to be doing in place and hopefully because it has to be work hard and play hard at night when there is no more meetings. There is great music in some of the places there just to just to dance out some of the energy and some of the tiredness from the day.
[23:59]
Kamiko McCoy
One of the partners that I think is important to note is TikTok. They'll have their presence there again at the Carlton Hotel as they have in years past. But this year They've got the TikTok ban looming over them. Do you have any plans to get, get some intel about what that, what that means for Kimberly Clark and the social media plan and media buying while you guys are on the ground?
[24:20]
Patricia Corsi
Yeah. So we have two of our most senior leaders in the digital and media space, both from the US and the global team in Cannes joining and they are going to meet with all our social media and Digital Partners and TikTok is one of them, Google is another one of them. Meta is another one of them. But there are lots of other partners that are bringing really interesting things. Snap, Pinterest, etc. So I think there is an opportunity in one place, in one goal. You have one week to see everything and then you, you can bounce back ideas and say which are the ones that make sense more for this country, for the other country, for this brand, for the other brand. So I'm looking forward to, to hear what's going to be the key takeaways from them because of course we will have to divide and conquer. We are not going to be able to be all at the same places. But I'm sure also the partners are keeping some great news and some, you know, secrets for Cannes because it's worth and then hopefully we are all going to be amazed with some of the new news they review there.
[25:31]
Kamiko McCoy
Yeah. And the last question for you, are there any announcements or news that Kimberly Clark is expecting to put out as we're getting closer to Cannes?
[25:39]
Patricia Corsi
Oh, but if I learn one thing in English, there is something called spoiler alert. I can't do spoiler alert. Tabitha is not here, but if she's here in video, she would be looking at me like, no, no, no. Of course we have some great pieces of work that we have submitted with our partners to the festival. Some work that I'm extremely proud of and in different brands. So I will mention a couple with poise that is an adult care brand. A topic that nobody wants to talk about. No women want to say that they are, you know, leaking a little bit, but it happens to two out of three women. So if in this call we have three or four of us, half of it will, will be in, in the chances of having it. And I think the way that, that we are really presenting the brand as a partner with the work that we are doing and its initial stages on innovation, on drops of hope, but also what people can do. We have another one, another piece of work really good from Brazil, 100% social on how to help people that already are facing this situation, but also breaking taboos with good nights for children, children with neuro challenges, Huggies, Kleenex. So we have a number of brands which by the way are the brands that needed the most because these brands are brands. We are present in 25% of the households globally. Very few companies can say that. And we need to continue to give great reasons for our consumers, not just with our products, but with our brands, with our purpose. And we want our, our propositions to continue to, to love us and to continue to be, you know, great consumers for our products.
[27:43]
Kamiko McCoy
I'm going to sneak in one last question. It's a sticky one, but I wouldn't be doing my job if I didn't ask and I should have asked it earlier. Obviously you guys are a global brand, right? And I think it's worth noting Ad Age reported that there's travel restrictions have caused some marketers to have kind of second thoughts about traveling abroad to can over fears of reentering the US and things like that. Given you guys are a global brand, has that impacted travel plans at all? Do we have contingency plans or anything like that to make sure everybody gets where they need to be without hiccups?
[28:15]
Patricia Corsi
Look, as I mentioned to you before, we have now a global team that is spread across the globe. So we have people traveling from different geographies within, within Europe, in Asia, some in the US So overall I think there is a good, I think there is a good sense that this is going to be one thing that hopefully is not going to impact the team. Everyone is very excited to join and hopefully we have a tremendous week there. And again I, I think it's important that Cannes continue to grow and evolve because this helps the craft. I one of the things that I've learned in Covid all the innovations, they stop growing because people and they could buy it online. But how do you, where do you find innovation? Where do you find your brands? You find it in the point of sales, talking to people, hearing people talking about how that product work, etc. It's brands are something that will be with us until the end of time. We need to make sure that they have a value added, they have a differentiation and and I think this is a great, a great job for anyone that likes a challenge.
[29:35]
Kamiko McCoy
Absolutely. Patricia, thank you so much for joining us on the Digiday podcast. It has been a pleasure having you and safe travels.
[29:43]
Patricia Corsi
Thank you very much. I hope to see you there.
[29:50]
Kamiko McCoy
Well, that brings us to the end of this episode of the Digiday Podcast. Thank you to everyone for listening and Please don't forget to share this episode with someone who you think would enjoy it. You can even rate us and leave us a comment on Apple Podcasts. Thank you so much for joining us.