Eliza Esquivel, an executive marketing lead at Mondelez, spoke at Google Firestarters-NY earlier this week. This lady can ball. No marko-babble from her.
I really sat up when she used what seemed an inside term of art “Building Memory Structures.” It warmed my self-taught heart to hear this because I’ve built a similar framework but never put it so elegantly. I often speak and write of “building muscle memory” and doing so using “1 claim and 3 proof planks,” but these words from the Mondelez camp explain why it’s a company to watch. And why Ms. Esquivel will someday be Ad Age’s Marketer of The Year.
In this Fast Twitch Media world, filled with more Pasters than Posters, Google brand planners (planner who rely on Google only for insights), in a country where every business owner feels s/he is a marketing expert, it’s nice to know there’s are some marketing 30 somethings coming up with big eyes. A generation not smitten by shiny ephemeral tactics and automation technology. Ms. E has some serious vision and a lovely sense of control.
It’s going to be fun watching her career.