Ask the CMO: Diageo's James Thompson On Democratizing Data Harnessing Emotional Intelligence

The need to pull purpose directly into storytelling has never been greater. Consequently, an ability to marry creativity with technology to create experiences that convey a brand's purpose emerges as a competitive advantage. As this new paradigm ensues, leading marketers are experimenting with a multitude of storytelling media including VR AR, to bring brand purpose to life, in authentic and engaging ways. Ask the CMO: Diageo's James Thompson On Democratizing Data Harnessing Emotional Intelligence For my most recent Ask the CMO column, a series dedicated to analyzing the latest trends and disruptions in the marketing landscape, I had the pleasure of speaking with James Thompson, CMO of Diageo North America, about the company's most recent foray into purpose-driven VR storytelling. We discussed a wide array of topics ranging from the revolutionary marketing technology he empowers his team with to democratize the use of data, to the rise of emotional intelligence as a new strategic imperative.