What practice fosters a creative culture on your marketing team?

Vineet Mehra

(NASDAQ: CHYM) Chief Marketing Officer (IPO June’25) · Chime

Hire Unique Points of View

Vineet Mehra says what will matter more and more is hiring people with a unique point of view, because human taste will matter more when everyone has the same machines and sameness is a risk.

The answer starts at 36:41.

MP

Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Consumer Obsession

Marc S. Pritchard says the most important aspect of culture is an obsession with the consumers you serve, requiring deep understanding of their lives and needs and daily immersion to connect them with the brand.

Ryan Gavin

Chief Marketing Officer · Slack

Experimenting at Every Stage

Ryan Gavin says fostering a creative marketing culture means having a company and culture that experiments at every little stage of product usage and funnel, because otherwise marketing gets boring quickly.

Jennie Weber

Chief Marketing Officer · Best Buy

Embrace Failure

Jennie Weber says being comfortable with failure is key: you have to create an environment where it's okay to fail, because then people feel safe and willing to bring their ideas to the table.

Sharing and Collaborating

Mark Kirkham says sharing and collaborating across peers is what matters, because he says the day he stops doing so is the day the industry stops learning.

Rebecca Darley

Group CMO · Tpg Telecom

Fail Fast

Rebecca Darley says she told her team to fail fast on big, bold ideas if they aren't working, because failure teaches a lot and can set you up for success.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Bring a Creative Spirit

Lucinda Barlow says the one thing she would advise is to bring a creative spirit, which means curiosity, openness and embracing something a bit scary—smart risk-taking—in order to achieve impact and growth.

Todd Kaplan

Chief Marketing Officer, North America · Kraft Heinz

Creative Council

Todd Kaplan points to his team's Creative Council, an internal cross-functional forum for reviewing and debating work, saying a regular forum is important for building an environment where good work is iterative.