Backstage with Nissan Motors @ CES

As part of Brand Innovators’ Backstage series #BISummit at CES, Kargo Founder and CEO Harry Kargman sat down with Allyson Witherspoon, Global CMO of Nissan Motors to explore the success behind her enduring leadership and the complex marketing arc that has successfully positioned the brand today. 

Witherspoon talks about the importance of research and explains how her team works to siphon intelligence from data in order to ensure their messaging resonates with their audience. Recognizing that the days of one-way conversations with consumers are long gone, they work to leverage all available tools to stay relevant and deliver a value-driven and personalized experience.

Always with an eye on the future, Kargman asks for her predictions on the ever-evolving marketing mix and what’s to come for 2024. Is it a year to invest and grow market share or is it a year to be more cautious? Find out why Witherspoon believes 2024 to be a "tiptoe year" and how she views the role of generative AI in their global marketing efforts. Analytical, data-driven, pragmatic and creative, this industry veteran attributes her career longevity to a never-ending learning process that drives her team to achieve more for their brand. Nissan's "Innovation for Excitement" is on overdrive with no plans to slow down - unpack it all here!