Understanding VICE Media Group’s Role as a Global Brand
How marketers must begin thinking on a global scale not just with their marketing strategies, but in how they identify talent
In an ever-evolving world full of raw and untapped potential, brands require a CMO who can keep up and take charge. That’s why when VICE Media Group was in search of its first Global CMO, Nadja Bellan-White was at the top of the list. For more than a quarter century, Nadja has used her voice proactively to challenge brands to think differently, think creatively, but most importantly to think about how they can make an impact in their communities.
“My belief is I’ve worked around the world, and I’ve always been about being the change,” Bellan-White said. “I’m not just going to sit back and complain about something. I’m going to be part of the change, or part of the action. If I want to have a say in how people are portrayed, and in a fair and equitable way, I need to be at the table to help drive some of that change.”
One of the ways Bellan-White helps to turn the tables is by being an advocate for change when it comes to how marketers think about their campaigns. According to Bellan-White, you have to be asking the difficult, but proper questions, of are you thinking about your team and campaign on a global scale, because that is where the impact will be made.
“Are we coming at this from a pure North American point of view?” Bellan-White suggested asking. “Have you considered what the views are from different parts of the world? When we’re thinking about making staff changes, I’ll often say to my team, ‘Are we considering this as a global role? Or are you automatically going to go to someone out of Brooklyn? Because that’s your comfort zone.’ I’m constantly pushing the envelope.”
On a recent episode of Marketing Trends, Bellan-White details why she was excited to accept the challenge of running a marketing team trusted with pushing VICE’s vast portfolio forward. Plus, she details why marketers are in the midst of a renaissance and must alter the way data powers their decision-making.
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