CAMPARI’s Head of Marketing, Andrea Sengara

Frictionless Marketing

Andrea Sengara is the head of marketing at Campari America. Andrea joined Campari in 2020 after over two decades of experience within the alcohol beverage industry, including senior leadership roles across Diageo, Combs Enterprises, and, most recently, Moet Hennessey LVMH.

Today, Andrea oversees all facets of marketing for Campari Group’s premium portfolio of brands, including Aperol, Campari, SKYY Vodka, Espolòn Tequila, Grand Marnier, and Wild Turkey.

In this conversation with Lippe Taylor CEO Paul Dyer, Andrea gets into her career history, including what it was like to work closely with Sean Combs, or Puff Daddy, or Puffy or Diddy, or I can't keep up anymore, but yes, him. Andrea also explores marketing in a post covid world and her key ingredients for powerful earned marketing campaigns. All this and so much more on today's episode of Frictionless Marketing.

Here are some key takeaways from this conversation with Campari's Head of Marketing, Andrea Sengara.

Global perspectives yield better communications.

Andrea stated that "impactful, interesting ideas come from when we bring different people with different backgrounds and different experiences together to try to crack an opportunity," which is a great guideline. Diversity of thought and experience enables well-rounded teams, as well as well-rounded comms functions. Considering that the main goal of any comms campaign is to reach & influence an audience effectively, the best path forward is for your message to be informed and crafted by multiple perspectives to enable your message to be more universal and, therefore, impactful.

Marry legacy with new technology.

Decades ago, Italian filmmaker Federico Fellini did an ad campaign with Campari, and to pay homage to that partnership, Campari recently created a short film on Fellini using AI technology. The intelligence in Campari's execution was in how they honored their legacy ad campaigns but modernized them by using today's technology, in this case with AI. Digging deep into the archives of your brand's previous campaigns and modernizing them with today's technology can lead to new perspectives on older ideas and very interesting marketing.

Yield the formula for earned marketing.

As an agency, Lippe Taylor is a big believer in Earned Marketing, the idea that brands have to earn a place in culture by doing real things in the real world to attract and earn real attention instead of just running ads. When asked about earned marketing, Andrea brilliantly broke down the equation she and her team at Campari think through in order to crack an earned campaign. She stated that the foundation of earned marketing is knowing what you stand for as a brand, knowing what your consumer cares about, and observing what is being talked about. Brilliant earned marketing campaigns can occur at the nexus of these three ideals, so consider this in your next brainstorming session.

Thanks for listening! Don’t forget to subscribe today!

-----

Produced by Simpler Media