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Our New CXO Role: Designed to Grow Client Love

Our New CXO Role: Designed to Grow Client Love

“Chief Experience Officer” (CXO) is a relatively new title in the corporate world.  As companies have wrestled with ways to be sure customers have a consistent positive experience, no matter what part of the firm they touch, the CXO role has emerged as the answer.

Beth ForbesBeth Forbes, a founding partner of Heart+Mind Strategies, is taking on the new CXO role at Heart+Mind.  Previously, Beth wore many hats, overseeing operations, finance, staff management and quality.   This broad background, along with her experience providing strategic counsel to clients, gives her a particularly appropriate set of skills for designing an end-to-end experience with the goal of delighting clients.   The unique twist in her new role is Beth is also focused on delighting employees and steadfastly believes employee delight is tightly linked to delighted clients.

“We’re a company that has a deep history in understanding human emotions.   And we’ve always functioned like a big family.  When it comes to delivering great work to a client, we can’t set that history aside and say we’re just going to use our heads and forget our hearts.  We have to ensure that associates working with our clients love what they do, care deeply about the client and believe that the client’s problem is their own, until it’s solved.”

To deliver that kind of deep commitment to clients requires a lot of support for each and every associate.

“First of all, we are a company of people who have a passion for understanding human motivation and apply that passion to solving client problems.  All of our clients need to persuade, motivate and move stakeholders to action.  We have a great research toolbox, but it’s the craftsmen wielding the tools who make the difference.  So, as a company we want to find likeminded people who share that passion and give them the support and tools to help them ply their craft as skillfully as possible.  It’s my job to make that happen.”

“Second, our staff is growing quickly.  Heck, we’ve grown by 40% in 2017!  Some folks are just starting out, others are in the later years of their career. However, all want to know their pathway in the company because we’re all better at meeting the needs of our clients if we feel like our own path is clear.  In my new role, I’ll be working closely with all our associates to help them define a clear path that capitalizes on their own strengths, interests, ambitions and abilities.

“Finally, it’s important that good people be recognized and rewarded for outstanding work and the kind of innovation our clients want, need and value.  As we’ve expanded our team in the past couple of years, we’ve brought on folks who bring exciting expertise from outside our world – –  from management consulting, ad agencies, PR firms. They bring deep knowledge of different industries.  We want to be sure that everyone in the company can benefit from each other’s diverse and sometimes divergent experience.  I will be working to be sure everyone at Heart+Mind Strategies and at our clients benefits from the collective expertise.  And that innovative ideas, whether home grown or from new colleagues, are recognized and rewarded.

Most importantly, though, Beth will be keeping an eye on all client interactions, measuring how close we come to our ultimate goal:  to “grow client love.”

Is Social Media Marketing Worth the Investment?

In light of the Cambridge Analytica revelations and consumer concerns about privacy, how should we think about the value of social media?  Erin Norman, Senior Solutions Consultant, Public Policy, takes on the question here:

Link: Is Social Media Marketing Worth the Investment?

 

 

Heart+Mind Strategies to Present at Worldwide Partners’ Global Agency Summit in Miami

Independent advertising agencies from around the globe gather to collaborate, inspire and discuss trends.

April 12, 2018 – Reston, VA –Worldwide Partners, Inc, (WPI), one of the world’s largest agency networks with more than 60 agency partners in 40 countries on five continents, is hosting a Global Summit in Miami April 15 through 17 for partners in their network. Heart+Mind Strategies, one of the network’s newest members, will be presenting on the topic of, “Persuade by Reason, Motive through Emotion – Winning the Battle for Hearts and Minds.”

“In an increasingly complex and competitive marketplace, brands must do more than communicate … they must connect, they must persuade and they must motivate,” says Mark Wirthlin, President of Heart+Mind Strategies. “The kind of insight and framework we’re talking about in Miami can make that possible,” says Wirthlin.

Worldwide Partners has brought together experts from around the globe to speak about topics important to the network, such as branding, data, media, ethnology, social media and creativity.

The theme of the Summit is “Art + Science,” signifying the intersection of creative talents, data and marketing now required to truly connect with consumers and drive business results. The Summit’s setting will echo this junction of creative and data, with events taking place at the world-renowned Miami Ad School and The Betsy South Beach hotel.

The quality of a consumer’s experiences is increasingly becoming the defining factor for how successful that brand is. It is predicted that by 2020, 85% of a customer’s relationship with a brand will lack any human interaction. If that proves true, dynamic and personalized digital interactions will be more important than ever. But it will take more than implementing more sophisticated marketing strategies to connect with consumers. It will require collaboration and alignment from marketers, creatives, media specialists and analysts to determine how creative organizations like agencies can respond to increasing demands from their clients’ marketing departments.

The Global Agency Summit is an opportunity for WPI’s partners from around the globe to gather and discuss this trend, as well as other important topics impacting their network and the constantly-evolving advertising industry as a whole. It allows them to collaborate face-to-face, learn from and empower each other and innovate to help guide their clients into a new era of advertising.

“Today’s agency leaders are navigating new and uncharted waters that represent tremendous opportunities for their organizations and for their clients,” says John Harris, President & CEO of Worldwide partners. “Consistent collaboration with peers and with industry leaders is a crucial step in building a formidable, long-term strategy for success.”

To learn more about Worldwide Partners, Inc, visit https://www.worldwidepartners.com/.


About Worldwide Partners, Inc.

Worldwide Partners, Inc. (WPI) is one of the largest networks of independent advertising and marketing communications agencies in the world, comprised of over 60 independent agencies located in 40 countries across Asia, Africa, Europe, Latin America, the Middle East and North America.

WPI serves as a hub that harnesses the creativity, local expertise and resources of the agencies within the partnership to solve problems for clients on a local, regional and international basis.  Global brands including Coke, Heineken, Caterpillar, Las Vegas Tourism, Dana and 3M gain access to best-in-class, entrepreneurially-driven agencies steeped in local knowledge in all markets where they engage WPI agencies. 

For more information about Worldwide Partners visit http://worldwidepartners.comor contact John Harris, President and CEO at john@worldwidepartners.com.

 

Heart+Mind Strategies Joins Worldwide Partners, Inc. Global Network

Heart+ Mind Strategies, a world-leading and fast-growing research consultancy that helps its clients succeed by bridging the gap between marketing research and strategic insights, is pleased to announce our affiliation with Worldwide Partners, Inc. (WPI).   WPI is the world’s 10th largest advertising and marketing communications network and Heart+Mind Strategies becomes its first and only marketing research consultancy member.

This affiliation gives Heart+Mind Strategies and its clients unparalleled access to the global perspectives of WPI’s  60 independent agencies in 40 countries across Asia, Africa, Europe, Latin America, the Middle East and North America.

WPI serves as a hub that harnesses the creativity, local expertise and resources of the agencies within the partnership to solve problems for clients on a local, regional and international basis.  Global brands including Coke, Nike, Caterpillar, Las Vegas Tourism, Dana and 3M gain access to best-in-class, entrepreneurially-driven agencies steeped in local knowledge in all markets where they engage WPI agencies.

WPI’s partner agencies manage over $2.5 billion in worldwide advertising expenditures.

Common Ground: Shaping Brand Strategy to Avoid the Quicksand of Social and Political Melee

The social and political turmoil of recent months have highlighted a sea change in what’s expected of organizations operating in the public square. Consumers are hungry for a better world. They want organizations (private and public companies, non-profits) to have clear positions on important social and political issues and be willing to use their muscle to help drive things in a better direction. Those who waffle, equivocate or simply respond randomly to the “melee of the day” risk damage to their reputation.

In working to respond to these changes, traditional marketing practices and reputation management that rely on control, consistency, and stability have collided headfirst with forces of the digital age. In particular, the democratization of information, with its ever-shifting and multiplying channels of engagement have amplified the voices of political and social melee. The result? A new paradigm for marketing that urges companies to align their brands with a purpose.

In this time of uncertainty, Heart & Mind Strategies’ clients are asking us to provide strategic guidance on how to meet these changing expectations. We have a long history of providing counsel to political, government, association, corporate and non-profit leaders, giving us a unique and comprehensive perspective on these complexities. Additionally, our approach to uncovering and mapping the values that drive decision-making is rooted in more than 40 years of research among business leaders, consumers and policy-makers. Our clients have benefited from guidance on how on how to define and instill organizational values that will help them effectively navigate the quicksand of rapidly shifting social, political and economic change.

It’s important to have a framework for thinking about challenges this complex. Common Ground is the structured approach we have developed to help marketing and communications leaders identify, map and create strategies that account for the full spectrum of values that must shape their response to these challenges.

As marketing guru John Gerzema observed:

“A values revolution is reshaping the consumer marketplace. Companies, regardless of their size or target market, must understand the significance of this social trend. Those who grasp it and adapt will find extraordinary opportunities.”

To learn more about about the Common Ground approach, click here for a brief (6 minute) audio booklet:

Heart+Mind Strategies Expands Leadership Team

Restructuring a Result of Seven Years of Record Performance

Heart + Mind Strategies LLC, a rapidly growing research-based consultancy, has appointed Mark Wirthlin as its new President and newest Partner. Mark will be responsible for implementing the organization’s five year strategic plan, managing newly formed client teams, and working with the Partners to continue the trend of past record business performance into the future.

“Mark’s hire denotes a critical evolution for our company,” said Mike Dabadie, CEO and Managing Partner of Heart + Mind Strategies. “While we’ve enjoyed phenomenal success over the last seven years, we must continue to look forward. We’ve made several strategic, structural decisions that will enable us to better serve our clients through more specialized practice areas and strategic partnerships aimed directly at delivering clients new growth opportunities for their organization’s success.”

  • Heart + Mind Strategies has achieved seven consecutive years of profitable, double-digit growth and now has nearly 50 employees.
  • The company has restructured into expertise and client centered teams to deliver on the disciplines of advanced research and analytics, incisive business strategy, and compelling narrative – the three core areas that underpin the mission of Heart + Mind Strategies. Andrew Cober is promoted to Vice President and will lead the Values + Communications Strategy Team, Maury Giles (SVP) will lead the Brand, System + Journey Strategy Team, and Shawn Wade (SVP) continues to lead the fast growing Healthcare Practice Team.
  • Dee Allsop and Mike Dabadie now assume the roles of joint CEO and Managing Partner to focus on future business opportunities. Beth Forbes becomes Chief Experience Officer (CXO) and Partner to ensure internal and external delivery continuity, and Jennifer Airey, Partner, will incubate new business areas and remain focused on deepening and expanding client relationships.

Mark Wirthlin has over 30 years of proven success across many industries and businesses. He was previously the President of The Modellers, COO of Wirthlin Worldwide, and started his own retail franchise, The Woodworkers Club.

“It’s extremely impressive to see the growth and profitability Heart+Mind Strategies has achieved since its founding, commented Mark Wirthlin. “I’m thrilled to be joining them as they restructure the company to continue to grow, innovate and better service their client relationships.”

Dee Allsop, CEO and Managing Partner of Heart + Mind Strategies said, “I am so excited to have Mark onboard. His thought leadership and experience coupled with our shared history make him the ideal President to propel us forward in this next chapter of our company. The business consulting and market research industries are rapidly changing, and our new five-year strategic plan charts the course forward to help our organization, our employees, and our clients enjoy the confidence of their accomplishments through our guidance.”

How Strategic Partnerships Help You Innovate

Innovation is never easy. That’s why collaborating with the right business partners can be invaluable.

“Innovation at the end of the day is about helping your customers grow, whether it’s a product or a service line, or the way they do business,” says Mike Dabadie, President and Managing Partner of Heart+Mind Strategies. “Innovation is about being responsive, customer centric and co-creative.”

This IndustryWeek white paper explores the client and supplier sides of multiple relationships–including Mike’s long-time partnership with R&R Partners in service of the Las Vegas Convention and Visitors Authority (LVCVA), the people who brought you the infamous tagline “What Happens Here, Stays Here” #WHHSH.

To read the full IndustryWeek article, click here: UPS_IW_Partnership-Has-Its-Benefits_WhitePaper_final copy

Maury Giles joins Heart + Mind as Systems and Decision Mapping Practice Leader

We are proud to announce Maury Giles has joined Heart+Mind Strategies! Maury will bring his experience to establish a practice focused on mapping human systems and decision-making to inform brand development and experiential innovation.

“Maury is an industry pioneer. He has a proven approach anchored in our shared Wirthlin heritage, yet modernized for alignment with our understanding of individual and societal values in today’s more integrated and digitally-connected environment,” said Mike Dabadie, President and Managing Partner of Heart+Mind Strategies. “Maury has worked with many of us in the past, and we are very excited about what he can do for our clients in this space.”

Over the last 20+ years, Maury’s career has spanned journalism, political polling, market research, branding, marketing ROI and simulation, strategic communications planning, and system mapping.

“We are building a practice that views the world as a system when tackling complex business challenges. By mapping decision-making dynamics within a human system, we discover what our clients must do, become, or create to more deeply resonate through communications, experience, or innovation,” Maury said. “I’ve known the Heart+Mind team most of my career—we share a respect and vision for values-based research and I am very excited to be working with them again.”

Prior to joining Heart + Mind Strategies, Maury founded and led a global strategic consulting group at Ipsos called Strategy3—launched after Ipsos acquired his own consultancy PURSUIT, a blend of branding, marketing communications, design, and market research disciplines. Over his career at both the research firm and ad agency side, Maury has consulted clients on five continents in most major verticals.