In advance of Possible Miami 2024, The Drum has been producing a special five-part series highlighting the key marketing professionals who will speak at the event and how their roles are evolving. In this fifth and final edition, we speak with Crystal Hauserman, Board Counsel at Possible, about the importance of remaining flexible and adaptable in an ever-changing cultural landscape. I did.
For Crystal Hauserman, the key to effective and engaging marketing is staying agile. She embraces new technology, listens to the ever-changing zeitgeist, experiments with new methodologies, and is always learning.
Hauserman spent a year as CMO at 11:11 Media, the entertainment company founded by Paris Hilton in 2021, after holding marketing positions at the NBA and Warner Bros. In November, she joined athlete-turned-actor Terry Crews' recently launched advertising agency, Super Serious, as a strategic advisor. She also currently serves as a board advisor for her annual marketing conference, Possible.
In her view, emerging technologies are causing a paradigm shift within her industry, which she is very excited about. She said: “There has never been a more exciting time to be a marketer. [working at] “Whether it’s a large Fortune 500 company or a founder-led startup,” she says. “AI makes teams more efficient, unlocking their ability to generate ideas and dream bigger. [And] The rapid evolution of digital spaces like Roblox and hardware like Meta Quest 3 and Apple Vision Pro is opening up a new world of possibilities for brands to get in front of customers without the constraints of space, time, or gravity. I am. ”
In Hauserman's view, the accelerating cultural adoption of these technologies, along with the proliferation of other trends such as the growing influence of content creators, has become an unstoppable force. Standing in denial of the upheavals taking place within the wider culture and the marketing industry is a recipe for professional disaster, she says. “Ready or not, these things are here,” she says. “Understand them, ask questions and embrace them in a way that makes sense for your business. [you don’t], your relevance fades. ”
Zen Buddhism has the concept of “beginner's mind.'' This means “beginner's intention”. This refers to an individual's ability to approach daily life with a spirit of curiosity, wonder, and flexibility. The mindset of an eager beginner is developed before being limited by the rigidity of routines and expectations. Hauserman may not be a Buddhist herself, but her approach to responding to rapid cultural change is certainly reminiscent of Shoshen.
As CMOs advance in their careers, she says, it's important to constantly strive to learn and improve and remember that “we don't have all the answers.”
“Be a student for life. Stay curious…When in doubt, ask 'stupid' questions.” [about something], as well as at least 10 others. And always know that not everything you try will turn into gold. How we reflect, learn, and recover is what matters. ”
Possible Board Advisor Crystal Hauserman speaks with key Gen Z voices to address what Gen Z wants from brands in 2024 and beyond. The Gen Z panel can be seen on Possible Miami on Wednesday. April 17th, 11:05am. Click here to find out more and book tickets for the event.
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