Senior Vice President and Chief Marketing Officer
What are the big trends you see in the marketplace?
There are a number of macro forces that are reshaping our world. Worldwide population will grow by more than one billion in the next 15 years. Cities are growing at a breathtaking rate – 60 million people per year. By 2030, the “global middle class” will triple, from 440 million to 1.2 billion. Finally, the amount of information in the world is exploding. Digital content doubles every 12-18 months. The recession has cast a harsh light on the fact that many of the fundamental structures of our society are unsustainable. Brands need to do more than adapt. Brands need to lead – transparently and accountably – to meet the growing demands of a rapidly changing world.
How are these trends affecting how you approach marketing?
The ability to reach a global, dynamic population presents a major hurdle for traditional media and marketing channels. The good news: technology can bridge the gap. Digital and social media have transformed the marketing model from interruption to engagement. Going further, the coming together of cloud computing and mobile technology will bring a world of information into the hands of a growing, global customer base. For marketers, this will mean highly targeted (and interested) audiences from around the world who can actively engage with brands.
What points can you share from your experiences that contribute in building a successful brand?
Michael Eisner once said to me, “Leave the brand in a better place than you found it.” For a brand like HP, one of the most trusted brands in the world, that’s a tall order. To build on HP’s strengths, I’ve surrounded myself with the best and brightest. From brand marketing and communications to customer intelligence and digital strategy, I’ve set out to build a world-class marketing organization that is looked to as a strategic advisor by HP’s businesses and senior leaders. It’s a high-performance environment that rewards creativity, collaboration and passion.
Michael Mendenhall is Senior Vice President and Chief Marketing Officer at HP, where he directs all aspects of corporate marketing operations globally. His organization oversees brand strategy and experience, design, corporate communications, digital strategy and hp.com, environmental sustainability, social innovation, customer intelligence and sponsorships. Prior to joining HP, Mendenhall spent 17 years at the Walt Disney Company, culminating in his position as executive vice president in charge of all marketing and communications for Walt Disney Parks and Resorts, a US $10 billion business spanning North America, Europe and Asia. He is a member of the World Economic Forum’s Global Agenda Council on Marketing and Branding, the Academy of Television Arts & Sciences, the CMO Inner Circle, the senior advisory board of the Executive Marketing Council, the CMO Club and the Marketing 50. He also serves on the boards of the Churchill Club, Brandweek’s Editorial Advisory Board and the Advertising Council. In 2008 and 2010, he was awarded one of BtoB Magazine’s top marketers of the year and was No. 22 on Advertising Age’s “Power Players.”