The WARC Podcast Cannes Day 5: The unexpected secret to 'making cool sh-t'
8 snips
Jun 20, 2025 Sean Summers, Chief Marketing Officer of Mercado Libre, shares insights on the company's rapid growth and innovative strategies that led to multiple awards, including the integration of Brene Brown's ideas into marketing. Anastasia Leng, CEO of CreativeX, discusses the effectiveness of influencer marketing and the evolving creator economy. Both guests dive into the transformative power of emotional engagement in branding and the necessity for companies to embrace bravery and adaptability in their marketing approaches, all while maintaining clarity in communication.
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Clear Position Unlocks Growth
- MercadoLibre refined its mission into a clear positioning: 'the best is coming'. - This clear message aligned with expanding their logistics to deliver on trust.
Bravery Is a Scale
- Bravery is not binary but on a scale inspired by Brene Brown's work. - MercadoLibre used this to gauge and improve their brand's courage in marketing.
Consistent Assets Foster Creativity
- Brand consistency is maintained through four distinctive assets: handshake, van, doorbell, and box. - These assets can be adapted creatively but always provide recognizable unity.