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A bi-weekly digest of inspiring and insightful stories, learnings, innovations and experiences from the CMOS and Growth leaders of the IRG community.

Seeds of Growth #13

This week the IRG and its community elected the 2022 Humanizing Growth Champion. Out of all contenders, three CMOs made it to the final. Their vision and pitches were rated by the community and discussed by a jury represented by the IRG partners based on three criteria: 1) the impact and feasibility of the plan, 2) the passion and conviction of the leader, 3) the potential snowball effect. In this edition of the Seeds of Growth, you can read about the winning cases.

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Seeds of Growth #12

Growth is both the unspoken and explicit aim many companies strive for, but growth comes with responsibilities and boundaries. Therefore, the concept of growth is being questioned by consumers, governments, and businesses. As a result, capitalism is being reimagined, and the business world is impregnating political debates across the globe. That is why this week we feature three clear stands from inspiring CEOs. As a loyal reader of the Seeds of Growth – thank you so much - you know we try to keep our seeds rather short. However, the boldness and importance of the featured articles urged us to reserve some more space this time.

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Seeds of Growth #11

In this edition of the Seeds of Growth, we elaborate on the role of the CMO and how we can align expectations with actual responsibilities. As CMOs are often the window to the world, we are also sharing insights and foresights from Meta to help CMOs anticipate cultural shifts and changing human behavior. We close with a few words of praise from another purposeful campaign by Dove and expand on the reasons that sticking to your agency pays off.

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Seeds of Growth #10

With the Cannes Lions Festival coming up, it’s time to talk about advertising. This edition of the Seeds of Growth offers insights from an interview with Tracy Stallard, who runs AB Inbev’s in-house agency, which was named Creative Marketer of the Year by Cannes Lions. Next, we will provide a vision on advertising by the CMO of Pepsi, and we will share a great case on how Absolut Vodka pioneers in the metaverse. Last but not least, don’t forget to register for our webinar with Philip Thomas – CEO of the Cannes Lions Festival.

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Seeds of Growth #9

In less than two months from now, the IRG will gather over 100 CMOs and growth leaders in Cannes for a real-life get-together. It suggests that the world is getting back to normal. Still, every CMO and organization is facing continuous challenges around hybrid working, experimenting with old vs. new leadership, and reflecting on personal growth. That is why this week's Seeds of Growth highlights three important reflections on how to successfully navigate the world at present.

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Seeds of Growth #8

Despite all the efforts brands and organizations undertake to drive more humanized growth, it sometimes feels it’s never enough to build a better and more sustainable world. Although this is a subjective examination that varies from CMO to CMO and from brand to brand, it does reflect what many of the CMOs from the IRG Leadership Program often feel. That is why this edition of the IRG Seeds of Growth offers multiple perspectives on the role of marketing in driving a more sustainable future.

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Seeds of Growth #7

In light of the current scenario, marketers are constantly adapting and redefining their roles and purposes. Two of IRGs seminal studies - the IRG Growth Study and the Da Vinci Growth CMO - explore the Why, How, and What of future marketing industries and consequently focus on value creation for all stakeholders. The 7th edition of the IRG Seeds of Growth shares deep insights from global marketing leaders and how they perceive marketing as a whole.

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Seeds of Growth #6

In the midst of a crisis, it feels inappropriate to celebrate the latest innovations, breakthrough marketing campaigns, or new brand purposes. However, the war in Ukraine calls for the skills and vision of growth leaders and brands to show their resilience, and ability to take action and drive humanized growth. That is why this edition of the Seeds of Growth highlights how some brands and leaders respond to what’s going on around the world.

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Seeds of Growth #5

In this edition of the Seeds of Growth, we share three stories from the hearts of true leaders on courage, positivity, and the balance between daring and caring.

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Seeds of Growth #4

In this edition of the Seeds of Growth, we share three stories from the hearts of true leaders on courage, positivity, and the balance between daring and caring.

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Seeds of Growth #3

If one were to look for what deserves CMOs’ attention this year, the annual letter from Larry Fink is a useful starting point. Fink is the CEO of Blackrock – the $10 trillion asset management fund – who offers a lay of the land on a topic that is at the root of the IRG: Stakeholder Capitalism. In this edition of the Seeds of Growth, we offer a CMO perspective on Fink's letter.

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Seeds of Growth #2

The IRG keeps a continuous tap on its community of world-class CMOs and other growth leaders. This week the IRG has curated some insightful thinking from the CMDO of L'Oréal's UK & Ireland that might make you nervous.

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Seeds of Growth #1

From now on, this newsletter will also provide inspiring and insightful stories, insights, learnings, innovations, and experiences from the CMOs & Growth Leaders of the IRG Community. Enjoy!

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