The CMO’s MO: Spotify’s Jan-Paul Jeffrey on brand opportunities, challenges and boxing | Advertising

Campaign Asia Pacific started The CMO’s MO from today. This is an all-new interview with APAC’s leading CMO, giving us a glimpse of who’s behind the title as he shares marketing mantras, future trends, and why they won’t let you sleep through the night. .

This is not your typical CMO interview. First of all, it’s not about boring, lazy, or sober companies. Chat with key regional marketers, maintain a conversational tone, and ask candid questions. It helps leaders shine a light on their plans for the year ahead, their passion projects, and their personalities.

There are two reasons for this. For one, our readers gain valuable insight from the dynamic leaders we present. Second, it’s natural to want to talk about what CMOs do best. Our question mix puts the marketer in the best position to follow in the flow of the conversation afterwards.

It presents a set of 15 questions that the CMO must choose from to answer 9 in 1 to 150 words. If you’re intrigued and would like to be featured, please contact the team here.

Launch series with Spotify’s SEA Head of Marketing Jean-Paul Geoffrey. Jeffrey has had a successful marketing career with brands such as P&G, L’Oréal and Jet Star Asia Airways before heading up his SEA division of Spotify in 2019. Find out below about his marketing outlook, popular trends, and personal trivia.

1. What are the 3 biggest marketing challenges for your brand right now?

Consumers have more control over the content they consume and the brands they engage with. With so many ads and content grabbing your attention, it’s hard to stand out. Our job as marketers is to come up with innovative and engaging ways to get and keep their attention.

Spotify itself gives consumers access to over 80 million tracks and 4.7 million podcasts, all for free. With so many choices in how you spend and spend your time, it’s important to create engaging and engaging marketing campaigns that showcase the diverse and exciting content and product innovations happening at your company. We want to excite our diverse fan community and encourage them to talk about Spotify in a fun and engaging way.

2. What are the top three opportunities for brands?

With so many options for consumers to choose from, it’s more important than ever to showcase the amazing creators and content we offer. Take our recent 2022 wrap campaign, for example. This is a celebration of last year and an invitation to join in the fun.

We understand that no two listeners are the same. That’s why 2022 Wrapped invites you to explore your own audio kaleidoscope and share it with the world. Dive into everything #SpotifyWrapped, from our annual top lists to the musical genres and personality types that make up your listening experience. It’s all about highlighting the diversity and richness of music and creators on the platform in a fun and engaging way.

3. 2023: Survive or Thrive or Elaborate.

prosper. With so much great music and podcast content coming in 2023, it’s an exciting time for brands.

4. Where are you investing your marketing budget this year? Where are you spending more or less?

Consumers in the region spend a lot of time on social media, messaging apps, e-commerce and streaming platforms to connect with friends and family, shop, watch videos, listen to music and have fun. doing. We want to capitalize on this trend by investing in campaigns that resonate with young people and increase the two-way connection between creators and fans through audio.

For example, the recent Wrapped 2022 and Kpop On! campaigns created moments that consumers wanted to share and talk about. We also partnered with Netflix’s Stranger Things to create a personalized ‘Upside Down Playlist’. Our newest in-app experience, “Playlists in a Bottle,” captures your musical tastes for 2023 and lets you revisit them a year later.

We want to create fun moments that users want to share and talk about in a playful, fun and engaging way.

5. Metaverse Train Trendjacking: Is It For Your Brand?

Yes, metaverse. You need to understand your consumers, their habits, and where your next customer will come from. Kids these days have grown up in the Metaverse, playing games like Roblox. My kids and their friends live on Roblox, make friends and it’s a completely natural part of their lives. We’ve partnered with artists like Stray Kids and Sunmi to create K-Park, a whimsical wonderland dedicated to the vibrant world of K-pop on Spotify Island within Roblox.

Roblox’s Spotify Island allows users to interact, listen to music from Spotify, create their own virtual space, customize their avatar, and play mini-games while listening to their favorite music on the app. It is a virtual island where you can

6. What kind of CMO are you? Answer using up to three adjectives.

7. Tell me something personal about yourself that other people might not know.

Enjoy football and Thai boxing! I’m a big fan of these sports, but at my age, my body isn’t as resilient as it used to be.But that doesn’t stop me from loving every moment of it.

8. What is your favorite brand campaign that you have participated in or would like to participate in?

Living in Bangkok at the time and being a huge football fan, I love The Unusual Football Pitch campaign. I really like the idea of ​​giving back through an innovative campaign. Don’t forget his BTS his campaign at McDonald’s. Let’s talk about creating a topic!

9. What keeps you up at night as a CMO?

Thoughts on our growth. Are we growing fast enough?