Why the CMO is the one executive who needs to stay the closest to culture, according to Jackie Jantos of Hinge.

Insider

Hinge CMO Jackie Jantos discusses the value of CMOs as touch-points to wider cultural conversations that drive creativity. Jantos was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.

Transcript

00:00The role of the CMO is always changing, always evolving.

00:11For me, I grew up in Tokyo, and so I grew up around really incredible global brands.

00:16That was really my foray into this business.

00:20For me, I think there are always ways where global brands

00:24maintain a deep understanding of what's happening in culture

00:28in order to maintain their relevance over time.

00:30And I think there is no executive within an organization

00:35whose team is more accountable to staying close to culture,

00:38close to their audiences, and sort of maintaining a finger

00:42on the pulse of what's happening and how they can actually add value,

00:46particularly in organizations like Hinge and organizations

00:49I've been at before, like Spotify and Coca-Cola, where you're in service of young adults.

00:54It's just critical to stay connected.

00:56And they are moving much faster than many brands are.

00:59So the Chief Marketing Officer is a critical individual

01:04leading a team of people who are staying very close to what's happening

01:08at the epicenter of creativity with creators and really with

01:13individuals and groups that are driving culture forward.

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