By ALONA ELKAYAM
PepsiCo CMO, MINDSHARE CEO HONORED AT UJA GLOBAL MARKETING AWARDS
It’s gala season and I had the honor of attending @UJA Federation’s 25th annual Global Marketing Awards hosted by the legendary, Bonin Bough, honoring Todd Kaplan, CMO of PepsiCo, and Amanda Richman, former CEO of Mindshare.
So how does a Jewish organization like UJA and a Global Marketing Award coincide? The marketing industry and Judaism share a similar purpose: People helping people.
As a spiritual Jew, one of the characteristics of Judaism I value most is the concept of Tzedakah: Righteousness. We help people, Jewish or not, because we are Jewish.
UJA Federation of New York brings this message into action here in my city, New York City, helping Ukrainian refugees and providing mental and meal support for those negatively impacted by the pandemic.
This evening was an important reminder that what we do in marketing has an impact on the world. On the ground, inspiring as a leader with empathy or globally in bringing to people’s attention what connects us all through campaigns and content: Innovation, goodness, laughter, sadness, triumph, defeat, and our responsibility as citizens and humans of the world.
My yoga teacher, Bryan, would laugh at the idea that people helping people is a marketing principle. His belief is that marketing is evil and deliberately instills harmful ideals to make us all feel that we aren’t good enough. Still, I say this respectfully to him and all skeptics:
🛏 Perfect temperature sheets. 🚿 Eucalyptus shower spray. 🧦 Comfy socks. 🥑 Guacamole made just how you like it.🥤 Cold diet Pepsi on a hot summer day.
How else could you have discovered these comforts if it were not for marketing?
(🎤 Mic drop)
In my own journey in building my agency, Far From Timid, and being my best, I had to let go of the false narratives that had been running marathons in my mind. The name, Far From Timid comes from a hook of a Biggie Smalls song, Sky’s The Limit:
I have a lot to live up to every day.
Beyond the glitter, Todd and Amanda's achievements, punctuated with heartwarming toasts (and some roasts), come from daily acts of courage and self-driven responsibility. My heartfelt congratulations to Todd and Amanda. You inspire me.