Synopsis: Technology is fast changing consumers lives and how they purchase and consume products. And therefore marketing is adapting to reach new consumers and markets. But it would be a mistake to conclude that all “old is out” and everything is about new ways. The fundamentals of marketing and communication are largely unchanged. Rather technology helps to improve and innovate how marketers deploy traditional and new tools. This means OOH advertising is just as relevant as before, but that technology can amplify its effectiveness. Dawn Hudson will discuss the fundamentals of marketing and what is not changing, and yet what has changed and how that has created new growth opportunities.
One of the most important female marketers in sports, Dawn Hudson is the chief marketing officer at the National Football League and the former president and CEO of Pepsi Cola North America. She helped revolutionize marketing and tie-ins with sports organizations. During her 11 years there, Pepsi’s sponsorships included NFL and Major League Baseball deals, along with Mountain Dew’s support of action sports. From the “Joy of Cola” to the return of the “Pepsi Challenge,” her impact on advertising and communications within the beverage industry is legendary. Under her leadership, Pepsi also maintained its status among the most purchased brands in the country. She has had an enormous impact on our lives as consumers, television viewers, and beverage drinkers.
A veteran marketing and advertising executive, Hudson has more than 20 years of strategic brand-building experience behind some of the world’s best-known brands, and she is a champion of smart innovation and growth. Exclusively represented by Leading Authorities speakers bureau, she speaks with electricity about the power of marketing and the influence of product branding on an industry. She shares insights on turning adversity into an advantage (she views marketing as one of the best weapons to beat consumers’ growing disaffection for 30-second TV ads), building a global brand, and creating a diverse workplace. Energetic and engaging, her near-photographic memory allows her to present material in an extemporaneous style so she can connect with her audiences. Given her influence with many top sports execs, Hudson also brings years of savvy to every presentation.
Accolades. In 2005 and 2007, she was listed among Fortune magazine’s “50 Most Powerful Women in Business,” and she was twice named to Advertising Age’s list of “Top 50 Marketers.” In 2002, she was named “Advertising Woman of the Year” by Advertising Women of New York. She also has won the “B*East” award from the American Advertising Federation and was inducted into the American Advertising Federation’s Advertising Hall of Achievement.
Voice of a New Generation’s Drinks. At PepsiCo, Hudson worked her way up from vice president of sales and marketing for Frito-Lay to the CEO of PepsiCo’s $6 billion North American beverage business. She shepherded great innovation and volume gains across an assortment of products. She promoted incremental, ongoing growth through greater focus on core brands and activities and championed increased scale and interdependence in the system of bottlers through which Pepsico beverages go to market. She played a major role in brand-building and improving sales, manufacturing, and information technology to better serve an evolving retail marketplace.
Marketing with Taste. Prior to the NFL, Hudson was the vice chairman of The Parthenon Group, where she focused on strategic analysis and vision setting, negotiating sports and customer deals, and share growth through brand building and industry-leading innovation. She also led and developed the firm’s consumer practice, focusing on food, beverage, and restaurant sectors across the globe. Before going to PepsiCo, Hudson spent 13 years in the marketing, advertising, and branding strategy arena with leadership positions at major agencies such as DMB&B (D’Arcy Masius Benton & Bowles), Omnicom, DDB Needham, and Tatham-Laird & Kudner.