The World Federation of Advertisers (WFA) has revealed the shortlist for its Global Marketer of the Year 2020 award, with marketing leaders from General Mills, Huawei, Mattel, Mars, Procter & Gamble and Restaurant Brands International nominated.
This year, the annual scheme celebrates the work that marketers from around the world have done to strengthen brands and businesses during the pandemic and beyond.
Following nominations from the wider marketing industry, an expert jury of global marketers and industry experts chaired by WFA president Raja Rajamannar has helped to whittle down the shortlist.
All six nominees have demonstrated outstanding leadership in the last 12 months in the three key areas on which the award is judged, including: evolving their organisation to be more people-centric; working smarter with partners and delivering inspiring work that truly makes a difference.
Now, we’re asking you — The Drum’s readers — to vote for your winner. Each vote will be combined with a jury vote with each scoring element accounting for a half of the final score.
Scroll down to see who has made it on to this year’s shortlist and cast your vote.
Also, watch the video above to find out the advice this year's cohort would offer to their peers around marketing leadership in a crisis and what they think a modern brand boss needs to bring to the table in 2021.
Andrew Garrihy, chief brand officer and Western Europe chief marketing officer, Huawei
Garrihy has helped Huawei weather many storms in the last couple of years, both geopolitical and the pandemic. He’s also helped develop ’Story Sign’ — a text-to-sign language app that has transformed the lives of deaf communities around the world and across devices.
Fernando Machado, chief marketing officer, Restaurant Brands International
Machado has expanded his remit beyond Burger King and now oversees the whole group, which includes Tim Horton’s and Popeye’s. This year his bold creative approach has been focused on driving business during lockdown.
Lisa McKnight, senior vice-president and global head of Barbie and dolls portfolio, Mattel
McKnight has helped reinvent an iconic brand, updating the classic doll for the 21st century with vastly greater diversity in the range.
Ivan Pollard, global chief marketing officer, General Mills
Pollard has taken a ’three Cs’ approach to marketing at General Mills; creativity, building a community and enhancing capability. He has also mixed precision marketing with the opportunities presented by big cultural events.
Marc Pritchard, chief brand officer, Procter & Gamble
Pritchard has not only boosted P&G’s data-driven capabilities but he has also developed new ‘fix and flow’ agency models, as well as ensuring that all communications meet the highest standards on gender equality and diversity.
Jane Wakely, lead chief marketing officer, Mars
Wakely has been a critical part of Mars’ efforts to innovate digitally and creatively. Her current focus is to move petcare beyond the functional into a category that creates a better world for pets.
The winner to be announced in February 2021 in partnership with The Drum
Mastercard’s chief marketing and communications officer Raja Rajamannar, chair of the expert jury and WFA president, said: “Hearty congratulations to everyone on the shortlist for this year’s WFA Global Marketer of the Year. 2020 has been a unique year for everyone and as marketers it has required us to be more agile and flexible than ever and find new ways to connect with consumers and drive business growth. All six have done this in hugely challenging circumstances.”
You can vote for your favourite here starting from Thursday 3 December until 3 February 2021. The winner will be announced in late February 2021.
Stephan Loerke, chief executive of WFA, said: “We always say that being a global or regional marketer isn’t getting any easier but 2020 has demonstrated that in new ways, requiring an unprecedented ability to adapt and be insightful and creative, while working with remote teams under huge pressure.
“Congratulations to all the six global marketers on the shortlist for leading by example when many would have struggled.”
This is the fourth year that WFA is running Global Marketer of the Year. Global Marketer of the Year 2017 went to Unilever’s Keith Weed, Rajamannar was the winner in 2018 and Lubomira Rochet from L’Oréal won in 2019.