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Facebook CMO Gary Briggs on the need for speed in marketing | Mumbrella360 video

The world is moving faster that ever before, and in order to keep pace, marketers need to wave goodbye to their weekly Powerpoint-filled meetings and say hello to in-house marketer-cum-engineers, says Gary Briggs.

The need for speed in modern business has lead Facebook to bring a lot of its creative duties in house, with the social media giant’s global CMO Gary Briggs warning agencies and brands that the old way of doing things is almost extinct.

In the following video from June 2017’s Mumbrella360 conference, Briggs says the changing creative process and ways of doing business also accounted for consultancies’ moves to acquire agencies.

During the Q&A session with Mumbrella’s Tim Burrowes, Briggs says:

“Nearly 100% of our revenue now comes from ads and products that did not exist five years ago – this is how fast things have moved.

“The biggest difference I’ve seen in the last 10 years is speed. If I go back to when I was at Pepsi, the cycle time of building content and the feedback loop – I meet with you, you make a Powerpoint presentation, you come in, I make some comments and you ignore some of them because you think I’m an idiot, you come back three weeks later – that just does not work anymore.”

Briggs: The old way of doing things simply doesn’t work anymore

Briggs says the creative process is increasingly intertwined with product development and, at least in technology companies like Facebook, is having a much greater engineering presence:

“Our creatives are working hand in hand with project managers on advertising, one of the most powerful things we’ve been able to do that really resonates with people are the videos you see on Facebook – an anniversary, the Year in Review – that’s actually built by our team.

“We have front-end engineers who are part of our marketing team. They work with the engineering team to build these products and they work with infrastructure, the infrastructure team is a good example. We pre-rendered about 800 million videos and in the first 24 hours about 350 million people watched their own videos. You can’t do that unless you’re in the hallway.

“The people who run the marketing organisation don’t just sit next to the brand people with the data people parked in a different building. The analytics people are not in a technology organisation, they are all together. It doesn’t matter if they are brand or DR, what matters is the results in driving the business for the company on behalf of the customers they serve.”

The speed and technology changes are one of the reasons why consulting companies are making strong moves into the agency space, Briggs believes:

“I think that’s the biggest change, I find the agencies that are doing well are changing the working model. It’s why you’re seeing consulting firms coming into the agency business, is they are more used to cohabiting with marketers and companies.

“When I was with McKinsey, we’d show up, we’d take over a conference room and we lived with the client for the engagement – that’s where it’s going. That’s a different working model for an agency but I think everyone gets better, the client gets better and the agency gets better as they work closely together.”

He continues: “The distinction between a brand marketer and a direct marketer I think is going away. The best marketers on Facebook today are the ones who don’t make that distinction. They are doing both and they are doing both extremely well, they’re building brands and driving results through rapid iteration, test and learn. They are changing organisations in the way they get things done.”

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