Fleishman Hillard, Candice Peterson, Fleischmann discussed on The Culture Soup Podcast


Um the year was two thousand seventeen had been at. At and T. for about four years and my team's working working like a will will machine. You have to know that in house. It didn't have much staff by then. I had two full time. People one in Los Angeles shoutout to Skyla sale in one here in Dallas Adlon literal. WHO's now Mary? Kay the rest of my team was agency. I had five different agency. Teams from three different agencies. Supporting the across several different segments is what we call them. Remember a did diversity and inclusion corporate communications which amounts to multicultural communications. But one of my prime clients if you will in in house the. Bu was human resources diversity and inclusion in the chief diversity officer each year era pushed my teams to give me more. It wasn't enough to just come to me with heritage programs. Do you know what I mean by. Hi that Black History Month Hispanic heritage month pride month we needed to do more. We need to just show that we had a commitment to each of these communities by being here showing up touching the people and having a consistent in trump beat of conversation with the segments every member classically telling my crew from flowers communications group when I first met them. Do Not Bring Me Gospel. Choirs when we're talking about the African American segment I had the same management for each one of the teams shout out to ten advertising out on the West Coast who handled all of my Asian calms and shout out to Fleishman Hillard. Fleishman Hillard is a humongous communications in Integrated Marketing Company. And it might be we to some counterintuitive to have them on diversity and inclusion business. Because they aren't exactly an MB however this group of practitioners as smart as they were was smart enough to have capabilities abilities. Internally that support it certain segments they would support me on Hispanic and Latino Calms they also also support me on. Lgbtq a at the time we just call the LTV T. They added some letters to and they also helped me with the ability segment if I recall it disability as we were more informed than evolved we call it accessibility the market and they also supported me on the women's segment which would evolve from their out somewhere during CNET timeframe Fleischmann not only which year the teams that were dedicated to my business but they always brought resources to table. One day. I remember going into a conference room to discuss a campaign that never got off the ground. But I'm telling you if we had gotten funded it would have won awards ponte less Pella's some of you know what that means. Yeah yeah and I kind of learned how to it. How do I do? Fleischmann brought some resource team members to the table in. That's the day I walked in and I thought I saw Sarah Jessica Parker sitting at the table. Okay what was that I had to calm commit. Her name is Candice Peterson. Candice wasn't is the lead of the global practice that supports Consumer brand marketing for Fleishman Hillard across all of the your marquis accounts candace was a big gun. But I gotTa tell you all of the big guns Fleishman Hillard are humble. They don't tout their titles. Some of them are senior partners. But I'm telling you they're smart and well my team. My core team was was very smart in doing their job. They brought the big unto the table. When it came to consumer facing programs? I was pleased east to hear the creativity that was coming from candidates in the rest of the team. It was thinking that I hadn't heard before candy and I I started calling. Her Candy. Stayed in contact over time we never did get to work together specifically on that campaign or others but we had a mutual respect. Candy joins me for this episode of the culture suit podcast because recently I saw an article where she was included. She talked about a topic that we're going to talk about today woke washing. I won't tell you what that means. You'll hear more as we go along. But in the meantime I have to tell you Fleishman Hillard is how do they put it family. They place an H.. After the F. in the word family for F. F. Eight it's where I had my first public relations job reporting to Ashley Blaker. You'll probably meet Ashley Ashley. It's important who knows but ashes very important to me but without further ado. I want to introduce to some but not everybody eighty because Kansas is a heavyweight in the industry candice Peterson my friend and consumer brand marketing. Okay everybody so much for joining us today. I HAB APP. Kansas Peterson see managing director of consumer brand marketing. The entire global practice at Fleishman Hillard candy elite. And she's also the host of back of Napkins. podcast you gotta check that out and you want to tell us a little bit about that. Ah Sir Yeah it's Hot Marketing Topics in the time that you can eat lunch and so we talked to folks in the market about some of the hot topics and you know kind of Tia for conversation today. That's for sure absolutely. You know I was very very blessed to be a part of your podcast. DISA- few months ago. Maybe maybe a little bit more and recently you were part of an article that medium about how brands can stand out in a very very crowded and competitive space. There was some great advice in there but there was something that jumped out at me but before we get there I want us to have a culture moment Caridi. I'm ready awesome awesome. So you know anytime our former president the rockstar. Barack Obama opened smell. It makes news for him this time and he just went all over the place because he said something that breath some people the wrong way but others thus leaving one was like Rod. He talked about the whole idea of being right and and individuals especially on on social media. There's a term that some people use he didn't use this term but woke visit. Where you just tweet storm about your cause but you never? Should we do anything and ultimately he was saying. Put your feet to the action and I think that speaks to authenticity. Don't you absolutely it. Just be on the Internet learn it. It's a topic that we've been having a lot of discussions on the Brian Space. Especially because we talk about washing and pride painting and and all all of these moments that were culture is actually infiltrating how we approach the market and how brands actually talk. So it's a topic that is near and dear you're in my heart and you know always remaining curious something that we're trying to crack the code on absolutely in You know the it comes at me from two directions. One the remain of this podcast. The culture soup podcast is of course. Everybody knows comes from a keynote of mine where I talk about. Social media's culture soup and woke is one of those terms that Kinda gave birth at least its wings came from social media especially from the black culture so to have people adopting it and using get in ways. It's very interesting. Of course is just the way it is Nelson told us that black culture kind of drives pop culture so here we are and now we have from the other side of the fence where my heart lies leadership and I believe that individuals and brands have to do certain things in order to lead in one of those things is being authentic so in this article that you were part of you gave some tips and advice for brands to stand out be authentic. That was part of it but to avoid this whole thing of woke washing. So why don't we talk about what that even means because there may be people out there that just don't I don't know so you know what washing is. I like to call like barring culture right so there are issues that are social societal issues. that Brains are beginning to have a conversation about while in some cases brands are doing it. Well there are other cases where there I I like to say branch are trying to borrow. Culture amounts were opposes totally in authentic examples. And actually Louis I had the great pleasure this past year being one of the judges at the Pierre Lyons Kansas and yeah ah you know We saw a lot of work. Come through from amazing brands There were I think.

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