427: The Fifth Estate: What It Is and How to Leverage It with Marian Salzman, SVP and Chief Corporate Citizenship Officer for Philip Morris International

Marketing Today with Alan Hart

In this episode, you'll learn:

• What is the role of the Chief Corporate Citizenship Officer?
• Key takeaways from the global survey Rethink Disruption: The Rise of the Fifth Estate
• What is the Fifth Estate, and how do we leverage it?
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Marian Salzman is a global trend spotter, the first person to do market research in cyberspace, and the author of the book “The New Megatrends: Seeing Clearly in the Age of Disruption.” In 2018, she joined Phillip Morris as Senior Vice President of Global Communications to act as the spokesperson for them as they transitioned away from their power brand, Marlboro, towards a smoke-free future. In January of this year, she returned to the States from Switzerland to take on the role of Chief Corporate Citizenship Office. Prior to joining PMI, she served as CEO of Havas PR North America and, prior to that, CMO at Porter Novelli.

On the show today, Alan and Marian talk about her responsibilities as Chief Corporate Citizenship Officer and key takeaways from a global survey she oversaw called Rethink Disruption: The Rise of the Fifth Estate. Marian helps us understand what the Fifth Estate is, how Alan fits into it, whether it's a good or bad thing, and how brands and marketers engage with it.

Key Highlights:

• [01:40] The first person to do market research in cyberspace
• [03:55] Marian’s career path
• [06:20] What is a Chief Corporate Citizenship Officer?
• [10:10] Rethink Disruption: The Rise of the Fifth Estate
• [13:15] The other four estates
• [16:15] Clarence, the dog, and the power of content creators
• [17:30] Trust, but verify.
• [18:20] So, is the Fifth Estate good or bad?
• [19:25] How can we engage with the Fifth Estate responsibly?
• [21:10] Two things that shaped who Marian is today
• [26:20] Advice to her younger self
• [26:30] Do online learning!
• [28:10] Trends and subcultures to watch
• [30:20] Beware of fake news.

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