S3 Ep26: The Cannes Sessions with Chidi Achara, Chief Product Officer, Huge

In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International

00:17 Early Career and Advertising Foundations

04:26 Transition to Nike and Brand Repositioning

06:18 In-House Creative Teams and Retail Challenges

09:45 Global Marketing Strategies at Simon

13:39 Joining Huge and Embracing AI

25:40 Outcome-Based Agency Value

27:31 Client Collaboration and Data Integration

29:00 Early Involvement of Data Scientists

29:52 Innovative Digital Experiences

32:52 Visionary Leadership and Team Focus

37:42 Building Long-Term Client Relationships

43:20 Board Role at Charity Water

45:32 Conclusion and Final Thoughts

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