So the biggest learning is that the most important, foundational core of marketing really hasn't changed. We've seen an impact in the business as a result. We've learned a lot of lessons as we've evolved through this process and then evolved a lot of our initiatives, activities, investments, and capabilities (with the customer). Our job is to be completely obsessed with our consumer and to evolve with him or her. That's been a really great learning for me, and I think for our entire organisation. That’s old school in that it’s a very fundamental tenet of marketing, and even though there's so much about the world that has changed, that hasn't changed. If we're listening and taking a journey along with our consumers, we will continue to pivot our organisation, our products, and our capabilities to be relevant for our consumer. Ojo: The biggest lesson has been that, at the end of the day, empathy always wins. What lessons have you learned so far, particularly from the initial stages of the crisis? What's top of mind for you right now? WARC: We’re now five months into the COVID-19 pandemic, and we're transitioning into what is tentatively a new phase of this situation. Chief Marketing Officer of M.A.C Cosmetics, Ukonwa Ojo, speaks to WARC’s Anna Hamill about evolving with customer behaviours during COVID-19, pivoting to digital brand experiences, and being accountable on Black Lives Matter and diversity during a time of cultural upheaval.
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