CANNES — Over the last few years, the industry has heard a lot about “purpose-driven marketing”.
But, in a world that is still created by people, purpose has a much wider, deeper and earlier resonance.
In this video interview at Cannes Lions with Tameka Kee for Beet.TV, Najoh Tita-Reid, Global Chief Marketing Officer, Logitech, describes how a deep-seated sense of purpose drives her and her work.
Bigger than you
“I define purpose as something that gives you a deeper meaning to strive forward,” Tita-Reid says. “Whatever it is in your life, you find it a reason to wake up a reason, to work harder, a reason to change the game.
“It’s something inside of you that is far bigger than yourself, but you feel like you were put in the position at a certain point in time and you must deliver it.”
Tita-Reid is a former Tru Optik board member, Merck regional GM, P&G executive and more.
She was appearing at Cannes Lions along with Black Executive CMO Alliance (BECA) members.
Logitech has named Najoh Tita-Reid as its new global CMO. https://t.co/U8R0cLxXrL
— ADWEEK (@Adweek) April 2, 2021
Center yourself
“I would advise any woman, especially younger women who might be starting in their career, take a moment and write your own life mission first,” Tita-Reid adds.
“I have a mission statement for my life that has nothing to do with work. It is who I want be in this world at the end of my days …
“In advertising, it can be hard for people to find their purpose if they’re not centred, because you’re always focused on selling something …
“You could really find yourself getting lost in a brand and forgetting why you’re doing what you’re doing. If everybody in advertising could take a moment and get sited in their purpose, the work will be better because they won’t lose their sense of humanity.”
You are watching “The Mediaocean Retreat”, a Beet.TV Leadership Summit at Cannes Lions 2022.
For more videos from this series, please visit this page.
Beet.TV is an official partner of Cannes Lions.
