Erika Wykes-Sneyd - Global Vice President and General Manager of adidas /// studios (web3)

In this conversation, Erika Wykes-Sneyd, Global VP and GM of Adidas's Web3 Studio, discusses the convergence of technology and pop culture, the role of Adidas in sports lifestyle culture, and the responsibility of marketers today. She emphasizes the need for long-term objectives and the importance of solving real-world problems. Erica also highlights the waste in marketing and the potential of blockchain and chain technology to create change. She envisions a future where human centricity is prioritized. The conversation explores the negative impact of social media algorithms and the need to bring humanity back into the tech experience. It also discusses the importance of directing marketing dollars away from problematic platforms and creating a consortium of marketers for collaboration. The need for cross-pollination and collaboration is emphasized, along with a rallying cry for change.

Takeaways

• Technology is becoming intertwined with every aspect of pop culture, including fashion, music, and beauty.
• Marketers have a responsibility to define the market and lead organizations into new opportunities.
• There is a disconnect between CMOs and CEOs in terms of priorities and objectives.
• The marketing industry needs to address the issue of waste and focus on solving real-world problems.
• Blockchain and chain technology have the potential to create transparency, incentivize contributions, and solve complex challenges.
• Human centricity and meaningful relationships are crucial in marketing and problem-solving. Social media algorithms have contributed to divisiveness and negativity in the online world.
• Marketers have the power to choose which platforms to support and should prioritize those that bring humanity back into the tech experience.
• Directing marketing dollars away from problematic platforms can help reduce the spread of disinformation and create a nicer online environment.
• Creating a consortium of marketers would allow for cross-pollination of ideas and collaboration on solving industry-wide challenges.
• Collaboration and sharing of insights among marketers is essential for driving meaningful change in the industry.

Chapters

00:00 Introduction and Background

01:06 The Convergence of Technology and Pop Culture

03:25 Adidas's Role in Sports Lifestyle Culture

06:25 Navigating the Stigma of Web3 and Blockchain

10:56 The Responsibility of Marketers

11:20 The Love for Marketing and Defining the Market

14:24 The Disconnect Between CMOs and CEOs

17:17 The Need for Long-Term Objectives in Marketing

23:25 The Hate for Waste in Marketing

25:45 Creating Change and Solving Real Problems

29:25 The Potential of Blockchain and Chain Technology

42:26 Future Vision and the Importance of Human Centricity

43:23 The Impact of Social Media Algorithms

44:18 Bringing Humanity Back into the Tech Experience

45:21 Directing Marketing Dollars Away from Problematic Platforms

46:14 Creating a Consortium of Marketers

47:02 The Need for Cross-Pollination and Collaboration

47:48 Rallying Cry for Change

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