Lilah Maguire: Adobe Alliance Marketing Specialist

Ingredients

Directions

2 cups of Creativity

I am the alliance marketing specialist for Deloitte

1 cup of Curiosity

Digital’s Adobe alliance within the HC + C&M

1/3 cup of Agility

Portfolio in Consulting Marketing. I am a champion

1 tablespoon of Drive 2 teaspoons of Leadership

for integrating creativity with data-led insights, an embracer of new technology, and an agile connector between DD and Adobe. I’m in a unique position to bring learnings from the Academy to light in an area of the firm that is at the center of all things creativity and marketing technology, under one of the largest alliances at Deloitte.

LinkedIn

DPN

I’m eager to explore innovative marketing strategies for a niche and collaborative area of marketing with many evolving audiences and stakeholders.

Domino's Pizza: the most creative brand in the world!

Ingredients 2 cups of Boldness 1 cup of Technology 1/3 cup of Humanness 3 tablespoons of Risk 2 teaspoons of Culture

Sources: • Importance of creativity in business | Deloitte Insights • How Digital Marketing Crowned Domino’s the King of Pizza | by OMI | Online Marketing Institute | Medium • Domino's Pizza | Talend • How Domino’s Pizza Reinvented Itself (hbr.org)

Directions Deloitte Digital CMO, Mark Singer’s “Creativity as a force for growth” article explains how high growth brands are more likely to view creative ideas as essential to long term success and are more likely to create an environment that supports creative thinking by encouraging risk-taking and cross-functional collaboration.

Directions cont. Leaders at Domino’s Pizza embraced creativity through risk-taking and proving that they are more than just a pizza company. After disrupting the industry and rising to the top of global pizza chains, former Domino’s CEO, Patrick Doyle, stated, “we are as much a tech company as we are a pizza company” and the Vice President, Global Infrastructure and Enterprise Information Management said, “we’ve become an e-commerce company that sells pizza.” Domino’s transformed their reputation to go from being the butt of jokes and investors’ worst nightmare to becoming the largest pizza chain the world, thanks to creative digital marketing and leveraging new technology. In the mid-2000s, Domino’s was facing a serious image problem and in response they unleashed their bold, “Oh yes we did,” campaign. The campaign featured critical reviews of their pizza with customers saying, “worst pizza I’ve ever had,” “the sauce tastes like ketchup,” and “the crust tastes like cardboard.” Paired with this candid campaign, Domino’s CEO said he would “work days and nights” to ensure the pizza got better and that he would open a Domino’s location in Italy. Which can be considered the ultimate test for a pizza chain. Domino’s candidness resonated with customers, building loyalty and trust that contributed to a 32% increase in sales. Dominos also disrupted the pizza industry through their investment in new technology that unlocked new ways to connect with customers. For example, as social media was on the rise, Domino’s created the interactive social campaign, “Think Oven.” The campaign encouraged participants to submit opinions and insights on a Facebook page. Posts that garnered the most attention received a monetary prize and were implemented at Domino’s. In 2013, Domino’s launched “Pizza Profiles”, a feature that allows consumers to save their favorite pizzas in an online profile. The profiles were integrated with technology that introduced customers to new ways of ordering and checking order statues. Pizza can be ordered through unique experiences such as the Domino’s app, Twitter, texting an emoji, Facebook Messenger, Google Assistant, Alexa, Ford vehicles, Apple Watches, and Smart TVs. Domino’s was also the first pizza company to launch an online delivery tracker and voice ordering app. Today, Domino’s is levering AI to continue to transform how they resonate with customers and meet their evolving needs. For example, they are currently partnering with Ford to test out robotic delivery, drone delivery, and a “purpose-built pizza-delivery vehicle.” Domino’s is also using AI interfacing and cameras to bake the perfect pizzas with real-time predictions.

Cannes Academy: recipe for stakeholder, & firm success

Directions

Ingredients 1 cup Curriculum 2/3 cup Networking 1/4 cup Collaboration 3 tablespoons

Attending the Cannes Lions Brand Marketers Academy would allow me to be more effective in my role, with relevant curriculum surrounding marketing technology and creative platforms. Participating in the program would allow me to bring back fresh, creative new ideas for how we can go to market as the alliance prepares to revamp our strategy, messaging, and visual identity alongside a new leadership and marketing team.

Inspiration

I am eager to present my leaders with unique ideas for how we can

1/2 teaspoon

differentiate the unique advantage of DD + Adobe from competitors. I hope

Experiences

to collaborate with and learn from peers and deans of the Academy to help



my leaders find answers to large, complex questions such as how we can better align with sales and emphasize topics like DEI and sustainability. Additionally, there are a few activations happening at Cannes that are directly tied to my role on the Adobe alliance from the global side. I would love to experience these activations firsthand to enhance my impact on the alliance. My learnings from the Academy would be transformative to my impact on all projects, especially a large creative project I am leading to strategize new creative storytelling mechanisms for our client success stories for digital, web, and video platforms. I am eager to come back with new ways of approaching partner marketing in a way that engaging, captivating, and adapt to evolving stakeholders. I hope to enhance client experiences by finding ways to better communicate offerings and foster a more seamless experience, providing them with the right info at the right time in the right content all while equipping the latest marketing trends and technologies.

Bringing the Cannes Lions Brand Marketers Academy home to Deloitte

Internal Ingredients

External Ingredients

1 Post event favorite “recipe card”: snackable

1 Life at Deloitte and DD social channel

overview of key takeaways relevant to all

takeovers during the Academy

marketing practitioners

1 Recap blog on LinkedIn, D.com, DD.com

Bimonthly Cannes Lion Academy Deloitte

with reflections and key takeaways from

Alumni group meetings: connect all classes of

the academy

former Deloitte attendees, collaborate on

Seasonal presentations on calls with various

sharing learnings and experiences with the

intern groups such a SHINE interns, other

firm and future applicants

marketing and DD interns

1 Post-event Dnet recap blog with reflections

1-3 external facing takeaway slides that can

and key takeaways from the Academy

be plugged into decks for recruitment and

Host recap and fireside chat calls with

informational purposes

relevant communities at the firm such as Marketing Excellence, Consulting Marketing, Deloitte Digital, E&A, and SHINE Quarterly hybrid interactive experiences: recreate lessons and activities from the Academy 1 Internal resource page on Dnet: suggested trainings, resources, LinkedIn influencers, marketing trends, etc. that will be updated bimonthly

A note from the executive chef, US Adobe Alliance Leader, Mike Church To The Cannes Lions Academy Selection Committee, I am writing to strongly recommend Lilah Maguire for the Cannes Lions Brand Marketers Academy. In my role as the National leader for our Alliance with the Adobe Corporation, one of the largest across the entire Deloitte Digital practice, I have had the pleasure of working with Lilah on multiple strategic initiatives spanning sales, marketing, practice growth, and overall go-to-market programs. She has been a vital asset to our team this year and a key player in rebuilding our Alliance marketing team from scratch. From day one, Lilah brought enthusiasm and value to the team by consistently raising her hand to take ownership of projects within marketing as well as across the alliance. Lilah was a major contributor to Deloitte's Digital's successful sponsorship of Adobe Summit 2023, having coled many aspects of the planning process and execution of all our branded activations at the conference, including one of the largest “premiere sponsor” booths with interactive demos, speaking sessions, industry receptions, and onsite client meetings. The event was a huge success for our Alliance, and we could not have successfully executed without her. One aspect that truly sets Lilah apart from her peers is her drive to take on work above her current level and consistently deliver outstanding results. I am especially impressed by her creativity and exceptional work ethic. These qualities not only fuel Lilah’s passion to create great outputs, but have also inspired her teammates to lean in harder as we develop new creative marketing strategies for each specific industry team within our Adobe Alliance. Thank you for your consideration of Lilah for the Cannes Lions Academy. I am excited about the potential opportunity for her to attend the academy and bring back fresh, creative ideas to share with the entire Alliance. If you have any further questions, please do not hesitate to contact me directly. Mike Church Managing Director | U.S. Adobe Alliance Leader Deloitte Digital