Could marketing be used to change the world?

15 Nov 2022
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Could marketing be used to change the world?

15 Nov 2022
About the speakers
  • Karen McFarlane
    Karen McFarlane
    CMO at LetterShop x Kaye Media Collective
    Karen McFarlane is a solutions-focused Senior Marketing Executive and Board Member with more than 25 years of success across the technology, artificial intelligence, professional services, ecommerce, education, and entertainment industries. Karen is the Founder and CMO of The Kaye Media Collective, a fractional marketing group of expert executives and creators solving problems for industrious high-growth companies. Through a strategic partnership, Karen also serves as Chief Marketing Officer of LetterShop, a boutique marketing and creative agency delivering 360 solutions to startups, nonprofits, and Fortune 1000 companies. Karen sits on several boards, including the Hudson Valley Credit Union, the fifth-largest credit union in New York State, GenderIDEAL, and the New York chapter of the American Marketing Association, where she served as President for two years and is now the Chair of DEI Innovation. During her tenure, AMA New York earned eight Chapter Excellence Awards. She also sits on the AMA’s Professional Chapters Council, serving over 70 chapters as the Chair of Diversity, Equity & Inclusion, leading over 60 volunteers, and will serve as President-Elect commencing July, 2023. Additionally, she sits on AMA’s Professional Skills Advisory Council. Past board/trustee board roles include the VR/AR Association, Jack and Jill of America – Mid Hudson Valley, and Rippowam Cisqua School in Bedford, NY. Karen was an Adjunct Lecturer at Baruch College’s Zicklin School of Business. Karen is a frequent speaker on inclusive marketing and was named most notable in marketing and PR by Crain’s Business. In her spare time, you can find Karen mentoring future leaders and advancing Corporate Americ
  • Mark Harrison
    Mark Harrison
    Founder at Mh3 Collective
    A lifelong volunteer and entrepreneur, Mark Harrison is an experienced marketer and big believer in purpose. Mark is the founder of the Mh3 Collective, including T1, a sponsorship agency that works with impactful brands, and SponsorshipX, a global community of marketing practitioners. In addition, he co-founded the Black Talent Initiative to support the Black community in professional workplaces and Sidekick consulting to provide strategic solutions for businesses. Also, Mark helped launch Humanity, a creative agency for the Human Age, and Park Street Education, a non-profit that works to remove all barriers to children’s education. His community involvement includes being a Board Chair of Big Brothers Big Sisters of Toronto, a Board Member of the CAMH Foundation and an advisor to several ventures, including the Crankworx World Tour, Riff, and NFL Canada. In addition, Mark sits on the Board of Playmaker Capital, a leading digital sports media company. Mark is a recipient of the Harry Jerome Award for Business, announced by the Black Business and Professional Association (BBPA). In addition, his success in marketing over the last thirty years has led him to be the Association of Canadian Advertisers’ 2022 Gold Medal Award winner.

Key takeaways

Marketing is about building relationships and connections with customers. Selling is a consequence of that good relationship as it is able to influence behaviour.

Authenticity is key. Brands that stand for social causes without changing their internal culture first are more likely to face backlash.

Brands have more money than charities, but charities can create a more significant impact. The combination of both can be a recipe for changing the world.