As the automobile industry increasingly works towards greater adoption of electric vehicles, Steven Majoros has an important piece of advice: consumers don’t want EVs to be science projects. We talk to the CMO of Chevrolet about how the storied brand is getting closer to a zero-emissions future and how it’s building on decades of consumer trust and brand love to offer a broad line-up of vehicles that resonate with Americans’ daily lives. We also touch on how the brand navigated the challenges of the supply chain crisis and the importance of nostalgia and emotion in marketing.
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Speaker 1 (00:00):
Good Company is a production of I Heart Radio. As marketers,
as brands, you have to have that balanced point of
what people can understand and process what they see today,
but what's the potential for tomorrow and help move that along. Hi,
I'm Michael Casson. Welcome to Good Company, where I'll explore
(00:23):
how marketing, media, entertainment, and tech are intersecting, transforming our
lives and the way we do business at a breakneck speed.
I'll be joined by some of the greatest business minds
and strongest leaders who will share how they build companies
from the ground up or transform them from the inside out.
My bed is you'll pick up a lesson or two
along the way. It's all good. First of all, I
(00:45):
want to welcome everybody to Good Company today and tell
you how excited I am to welcome Steve Majorist with
a long history and automotive advertising. Steve joined General Motors
in and now serves as the chief marketing officer for Chevrolet,
effectively leading the brand's marketing strategy for cars, crossovers, performance,
(01:06):
and ev Steve, welcome to Good Company. Thank you so much.
It's it's great to be here and it's nice to
be able to take a break from the madness of
the auto business to just have a little chat. So
thanks for having me, Steve. I'd love if you could
start by giving our audience a little, you know, glimpse
of your background and how you've chartered your path kind
(01:26):
of both personally and professionally towards this, you know, obviously
significant role in shepherding one of the most important brands
in the world, not just in the auto industry, Chevrolet
for sure. You know, there's the old expression it's, you know, whatever,
better to be lucky than good, or maybe a little
bit of both. But there was probably you know, two
or three things that maybe set the course of to
(01:49):
your point about how how I got here. First, my
father went to University of Michigan Blue right. So I
was born in Chicago. We were living in St. Louis,
and I had three older siblings and were about to
be college age, and my dad very crafty, we all
of a sudden picked up and moved to Michigan for
some reason, and so we found ourselves in Southeast Michigan,
which is we all know is the headquarters of you know,
(02:11):
General Motors, Chevrolet, etcetera. So of course I went to
University of Michigan because there was no other choice, right
But I was an English major, and at the time
I didn't really think what I would do with an
English major degree. You know, things were certainly different, you know,
in the late nineteen hundreds than they are now as
far as preparatory material, and there were no internships and
those sorts of things in those days. You just kind
of picked a degree in the way you win. But
(02:32):
I really didn't know at the time how valuable I
believe in English degree was just for what I wound
up doing in my career. You know, as marketers, storytelling,
crafting a narrative, those sorts of things are are so
mission critical to what we do, and I've learned to
balance that throughout the career. Had so many great mentors
and people who have helped me, you know, with the
(02:54):
business side of the business. I suppose, you know, at
the time, I had two job offers from my first job.
One of them was with Cambelle All Advertising, which had
the Chevrolet business, and one of them was another smaller
firm in Detroit. Campbelie Wald offered me five hundred more
dollars in salary, and I was like, hey, there we go,
so Campbelie, well, here I come. Then you look back
(03:15):
on that, you think, wow, if I wouldn't have done that,
you know, how would life have been different. And so
those are probably three things that I suppose set me
on a course. And again, so fortunate to have worked
with so many great people within Campbellie, waled outside of
Campbellie well, within the years and years, I've been engaging
with general motors and I'm the luckiest guy out there.
(03:37):
That's that's for sure. Steve, I too was an English major,
and I ended up practicing law for the beginning of
my career. But I always wondered, you know, was that
the right thing to do? And I think it was
because you know, as a lawyer, language is important and
words are important, and as a media executive and and
now you know, with media link we're in the business
(03:58):
of storytelling as well. So the English major served me well.
And so we we share that in common because most lawyers,
and I was pre law, take a political science major,
which is the usual track, and so I was a
little off center on that, but it worked out well.
And as you and I chatted earlier, the wolverine connection
is strong in my family. As well. I didn't go
(04:20):
to the University of Michigan, but all three of my
kids did. But Steve. It's interesting because my background as
an English major allowed me to play with words quite
a bit. And right now in the industry, I've started
to create a word game, and I've found that the
words that were pivotal in the industry. And when I
(04:41):
described the industry, I look at it through the lens
of marketing, media, advertising, entertainment, sports, and technology. When I
say the industry, not the auto industry, but the kind
of marketing side of the industry. And I said, if
I was responsible for starting a conversation in industry, there
are some words that would be great thought starters. My
(05:04):
bet is those are words that you're using or theories
or strategies that you're deploying on a daily basis. Trust, transparency, talent, technology, transformation, content, commerce, creativity, culture, community,
and curation. That's kind of your job. Maybe I don't
know for sure, And and those are great words, and
those are a part of our lexicon daily, you know,
(05:26):
And I would add a few to that. You know,
we talk a lot about the intersection of a company
and a culture in a country and that's one of
the unique things that that Chevrolet is able to do.
And so we're very motivated by the sense of connection,
connecting with our customers, your notion of trust and transparency.
You know, you think about just where we are from
(05:47):
a business standpoint. In the good times, selling's easy, right,
but when things get a little tricky, which is where
we find ourselves, not just in the auto business, but
just in the general business of of no matter what
category you're in, dealing with trusted brands, making sure that
you can feel like a company that you're doing business
with is someone that you can rely on matters. That's
(06:10):
been something that we were so fortunate that we have
a brand that's over a hundred years old that has
built up that sense of trust and connection and people
feel that that it's the kind of brand that they
desire to do business with. Now, it doesn't mean that
you can't lose those sorts of things, right, So you
have to you have to keep flexing that that muscle
(06:32):
all the time, and you have to the challenge for
a brand like Chevrolet is how do we delicately and
very artfully respect that heritage, keep building on that, but
not exclusively transact on that. We are a brand that
has a very modern, forward leaning vision. Our path to
electrification is industry leading, and uh, we find ourselves in
(06:54):
many instances is across at a crossroads both with our portfolio,
with our customer base. I mean, there are po that
have long, great relationships with Chevrolet, there are those that don't,
and so we need to equally appeal to all those folks.
And I think we can leverage the power of the brand,
but we can also introduce the brand to new customers.
And I think that's uh, both a challenge and opportunity
(07:15):
and something I think we're doing a pretty good job at. Well.
I think you're doing a great job of it, Stephen.
And let me tell you a little bit of a
personal story. Years ago, I had the good fortune of
working with the Cadillac as I know you did in
your early days at General Motors. I think you started
with Cadillac Mistaken and I remember when you had a
campaign back in the early aughts which was my Cadillac
(07:38):
Stories dot Com and it was you may remember that,
and it was a interesting way to look back. And
I've shared this with many of your partners in General
Motors and Cadillac I had a couple of Cadillac stories,
but I also have a couple of Chevrolet stories, and
you're right, it's that connection with the brand. My very
first car was a nineteen sixty two. I'm not that old,
(08:00):
but it was a hand me down my sister Chevrolet
and paula convertible, you know ss. But my favorite car
growing up, and this is when I was a bit older,
was a Corvette. So I have a couple of pretty
important Chevrolet stories in my own life. When I met
my wife, I had a Corvette. She wasn't a fan
of Corvettes, and then she became a fan of Corvette.
(08:21):
So the whole there's a whole story around that. But
the part that I shared was the Cadillac story was
and again it's that relationship the consumer has to a company,
but to you know, to a brand, if you will.
And the ones I told, the ones I can share,
at least one was that time when my father bought
the first Cadillac in the late fifties and drove up
(08:43):
and the whole neighborhood came out and I remember like
it was yesterday. It was a big deal. It was
a big you know that from an Oldsmobile to the Cadillac.
Was you kind of arrived, you know, and funny mine
were Again my personal stories were not cattle lect stories,
they were Chevrolet stories. But it's that connection with the brand.
(09:04):
It's that you know, comfort with the brand and as
you say, the push around electrification and you know, e
V is being led in such a unique way, you
know by you you know, talk about that and talk
about the role that marketing gets to play as you're
kind of on a pretty brand scale, you know, maybe
(09:25):
changing the entire face of the auto industry relative to electrification. Yeah,
it's well, you make it sound kind of daunting, but
um but it is daunting. First of all, we are
so fortunate to play the role that we play within
the General Motors portfolio. You know, Chevrolet has always been,
you know, a brand that has to span the most
(09:47):
comprehensive customer base within the company. You know, we drive
General Motors volume, we drive share. We have three thousand
Chevrolet dealers across the country. We sell everything from you
General Motors least expensive car to our most expensive We're
in it no matter what GM is doing. Chevallet's in it.
And we're so lucky to play that role and have
(10:08):
such phenomenal partners in design, engineering, and manufacturing and our
dealers that you know, that really make it all worthwhile.
But we do we we find ourselves, you know, at
the forefront of uh, you know, a mobility transformation, and
you know it's something from a Chevallet standpoint. Interestingly, you know,
we didn't just kind of wake up and say, hey,
(10:29):
we might want to dabble in this electrification space here.
You know, we've been at it for over ten years.
And so you know, a lot of people when they
think of Chevrolet and look, we love these stories. Some
people think of Chevrolet and they think of, you know,
the Chevy truck that has gotten them through tough times.
They think about a suburban that's been the vehicle that's
carried people in dreams and memories. They think about the
(10:50):
Corvette as you spoke. We have a lot of people
that have been living the Chevrolet Electric story for over
ten years. We've had not one, but two generations of
the Chevallet Vault. We've now on the Bowl EV and
now the Refresh Bowl EV and the Bowl EUV, the
Spark EV. So we've been learning on this journey and
we've been slowly building a base of of customers and
(11:11):
expertise to help us. And so where we find ourselves
now with all the great work again that the team
has done to bring the Ltium platform and the products
that we're starting to see now with the phenomenal Cadillac
Lyric and the Hummer SUV and s UT, but that
Altium platform is going to be really the great enabler
for really the more mainstream, volume based products. Look, we
(11:34):
know the kinds of vehicles that Americans want, and that's
one thing that Chevrolet has always done an outstanding job,
and which is provide the vehicles that Americans are looking for.
And there's no doubt right now it's about trucks, it's
about performance vehicles, it's about sport utilities and crossovers. And
that's what we're going to bring to market with the
Equinox EV, Blazer EV and Silverado EV. And yes, we've
(11:55):
talked about things like an electrified corvette, and and there's
certainly other ings that will come at another time, but
for right now, having the ability to really bring mainstream
products to the market that are electrified. And the interesting
thing is, you know, early on we've learned a lot
in this space. But uh, you know a couple of
(12:15):
things we've learned. Number one is, you know, consumers don't
want ev s to be science projects. You know, early
on you almost had to overtly telegraph to people, you know,
look at me, I'm driving an e V because it
looks quirky and what have you, and you almost had
to stand out. And now people are like, I know
what I want. I want to gree up a vehicle
with great design, great styling, the capability that I am
(12:38):
used to, regardless of propulsion type. I wanted from a
brand that I trust, and I want to know that
this is going to meet the needs I have for
my basic transportation needs capability, towing, cargo, passenger safety, and
I want to feel good driving it. You know, these
are massive purchases in importance and from a financial standpoint.
(13:01):
I mean quite often we say it's the second most
expensive thing that people will purchase, right, you know, in
the car. And so you know, early on it was
you know, you called early e V adopters, you know,
green collar, right, and that certainly there's a you know,
an environmental and you know that sort of been to it.
But green collar is also is this right, does it
(13:24):
fit what I need from a financial standpoint and from
a vehicle performance standpoint. So there's an awful lot that
we've been doing in that space. And I think what
you're gonna see is what GM has done for a
hundred years. GM is about to do for Chevrolet again,
which is unleash a portfolio onto the marketplace. That's gonna,
we think, and we know, captivate people's attention. They're going
(13:46):
to be wowed by the design and the capability, and
they're gonna be wowed by the price points because that's
what makes Chevrolet Chevrolet. We haven't veered from that mission
for over a hundred years, and we're not going to
start varying from it now. It's so interesting to hear that,
Steve and your perspective. Let's talk about the role though
marketing is playing. So last year you had great success
(14:09):
in a sort of emotional campaign, and my understanding is
you've just issued a new campaign, Mrs Hayes, which kind
of tugs at the heart strings and builds on the
momentum that you had last year. Because as you just said,
it's one thing to deliver the choice and the auto
you know, selection and the veritable cornucopia of models you
(14:31):
just listed, which that alone is probably a job to
just keep all of that, you know, straight, But the
role that marketing can play, and you know, your decision
to kind of create yet another campaign in a positive
way that you know has that heart string and that nostalgia. Again,
you try to be a reflection of the direction of
the consumer and be ahead of the consumers, so not
(14:53):
only waiting for them to point you in the direction,
but you leading them. What was the impetus for that?
If if you can share, there's always a strategic story
behind everything, and then there's you know, the story behind
the story you're referring to. We call it a holiday
card to America. We started it last year. That spot
was called Holiday Ride and it was a very simple
(15:14):
story of a restoration of a product, you know that
was a sixty six and Pala that had a very
special meaning and memory to an individual's life, and how
a community came together and refurbished this car and it
really struck a chord. And I think, look, we like
to say that everyone has a Chevallet story, but let's
be real, not all three. However, many fifty million Americans
(15:35):
there are has a chevallet story. But what people do
have too, so I'm covering the right. But what people
do have is they have stories of family, They have
stories of community, of togetherness, of memory, of loss and love,
and these are powerful universal themes. And last year, to
(15:55):
be honest, we were kind of in the middle of
some of that, the more disruptive time when it came
to supply chain and vehicle availability. December is always the
number one retail month for automotive, it is for Chevrolet,
it is for the industry, and so you know, in
a historic time frame, we would be out there with
large retail initiatives like all manufacturers are, because you know,
(16:18):
I think the industry does ten percent of the volume
in one month, so it's a pretty important time. But
given that what was happening, we really couldn't go out
and kind of look a little, you know, tone deaf
to the fact that availability was down and the economy
was a little you know, suspect, and so we almost
had a lucky opportunity to step in and say we
(16:38):
can do something that that big marketers do. We like
to say that big brands do big things, and we
certainly count ourselves in that category, and so we thought, well,
there's a confluence of events here that will allow us
to get a holiday message out there that isn't purely
driven from a like let's call it a retail perspective.
So we kind of did that. We think it played
very nicely, and we thought we could we could do
(17:00):
it again this year. Now it's certainly something it's not
a strategy that we do for twelve months, but if
you can transact a little bit on the emotion and
power that people feel around the holiday seasons and just
kind of tell a riveting story where a vehicle has
played a central role in that. So we did it again.
We liked the results of that, and I like to
(17:21):
think that this could be a tradition that that Chevrolet
could do for years to come, long after I'm not
the CMO of of Chevrolet anymore. So it's one part
of a very broad marketing mix. But that's what makes
Chevallet so dynamic and so interesting. We can be talking about,
you know, a Corvette Zeo six, we could be talking
about Chevrolet Silverado e v s and doing innovative things
(17:44):
like our what we did at the Country Music Awards
about a month or so ago with Breland and the
world's first ever song contest about an electric full size
pick up to the country music audience, and then the
next day we're talking about the safety and dependable only
in quality of a Chevallet Equinox. It's a fascinating brand
and it allows us the elbow room to really explore
(18:06):
all those different dimensions of the brand. And so, you know,
in a classic marketing textbook, you'd say, what's the one
thing that Chevrolet stands for? Right, It's a difficult question
to answer for Chevrolet because we stand for so many
things to so many people. But what does unite us
is a lot of these the sense of who a
Chevrolet customer is, the values they hold, and allowing us
(18:27):
to kind of leverage and celebrate that is important, I think,
and like a little more important this time of the year. Well, Steve,
that is so thoughtful and helpful because you said a
couple of things that sparked my next question, which is
this kind of conversion to a you know, sustainable, kind
of techt centric brand. As you said, it's not a
(18:51):
new affectation. I mean, this has been something that's been
ongoing at Chevrolet for quite some time. You know, you
went through this history of the volt and you think
of that, this is just today, this is something you've
been doing for a long time. What's next on your agenda?
You know, as you think of re establishing. And by
the way, when you say that, I always conjure up
(19:12):
one of my favorite campaigns of all time. I'm really
going to date myself. But See the USA and Your Chevrolet.
As I said earlier, I'm not that old, but I
guess I am. I remember that, and I remember that
being kind of a theme song for America. I really do.
Not just a theme song for a commercial campaign from
Chevrolet sung by yes Dinah Shore. But you know, See
(19:34):
the USA and Your Chevrolet says a lot about what
you just said, presenting all the different aspects, whether it's utility,
whether it's speed, whether it's you know now tech and
maybe bringing it all together. But what's kind of on
your agenda next? You know, as you address three and
the years beyond, you know now that some of these
(19:56):
things are starting to become deregere. It's like you are
this company now, what's what's the next iteration? Right? Well,
you know it's interesting you you bring up, you know,
See the USA because what's next for us is what
has always been what has made Chevrolet so powerful, so popular,
and so connected to America is we really are a
(20:19):
reflection of and a driver of the pulse of America.
You know. See the USA was a campaign born out
of the post World War two optimism, right. It was
the g I Bill, it was the building of the
illustrate interstate freeway system, and it was boundless optimism. And
that's what see the USA said, and the brand that
(20:39):
was going to help deliver that with Chevrolet. And then
you got into campaigns like the Heartbeat of America. Right
again another different time, but a similar reflection. Almost the
the opposite of that was like Iraq in the ninety nineties,
economic uncertainty, a lot of turmoil in America, and like
Iraq was again representative of no matter what comes my way, right,
(21:03):
if I have a Chevy truck, I can endure. I
can take care of my family and my community. And
that was a powerful reflection of how America saw themselves.
And so what we're tasked with now is where does
America see themselves? Where do customers see themselves? And how
do we connect with those folks and how do we
reach them. Now, what we have to our advantage is
(21:25):
we have media channels and opportunities to be so much
more targeted and so much more specific to our target audience.
I mean, we're out there right now with a campaign
we kind of call it E VS for Everyone everywhere.
It's a very bright, optimistic, but still Chevrolet centric campaign
that basically says, look, we know where things are going
(21:47):
here and rest assured Chevrolet is going to be that
brand that you can rely on moving forward. But I
think right now, over the last couple of years, and
I think going into the next few years, we all
know what's happened with with COVID, uncertainty and economics in Ukraine,
and it's it's a little exhausting, And I think what
people are looking for is if you add into that
(22:08):
mix the uncertainty of electric faicles and the questions that
that accompany, that those are very real things, and I
think what people are looking for is some confidence and
reassurance that there's a trusted ally that's gonna help us
move to the next stage. We're very clear with our customers,
with our dealer network, with the media and everybody else,
(22:31):
we are going to go at the pace at which
the customer wants to go, but we are going to
be ready at whatever pace that is. And so being
able to tell people and reassure someone who's had a
Chevrolet full size pickup for you know, three, four or
five in a row and just wants to keep buying
full size pickups, don't worry. We've got those products for
you and we are going to for a long time.
(22:53):
But if there are those that are EV ready, that
have been in the game with us for ten years,
or those that finally look around and see enough signals, right,
you see your neighbor you know, you see more and more.
We just had a new fueling station, and then in
the neighborhood I live in open Up and they have
to charge point charge stations. There. There's a lot more
signals and reassurance that hey, I think that I can
(23:15):
make this EV thing work. But people still want to
engage with the company that they believe is going to
deliver the right product. And so the trick for us
is how do we reflect the mood of the country
and also lead, not just reflect, not just react, but
the productive which is right because in a way you
do need to pull people along a bit right I
mean there's always these you know, romantic stories about the iPhone.
(23:39):
You know, early on it's like a camera on my phone.
I don't need that, right, And you know it's like
and now you're like, yeah, it's pretty darn good, right,
And so yeah, as marketers, as brands, you have to
have that balance point of what people you know, can
understand and process what they see today, but what's the
potential for tomorrow and move that along. And I think
(24:01):
that we've always been I think pretty indicative there. Again.
You even think about Chevrolet design and you think about
the era of design back to the nineteen fifties and
Dinah Shore, I mean, Chevrolet was pioneering big fins and
color palettes and things that we're helping moving and pushing
people along. And so we're almost at a golden arrow
(24:22):
like that again, because what electric vehicles and the General
Motors Chevrolet Altiam platform will enable when it comes to
design and the way that we bring these products to market,
the technology and even yes, the color palette, it's very refreshing.
I think people are ready for that. Well, Steve, what
you've done is validated where we started, because if you
(24:43):
go back to the teas and sees the trust. You
talked about the brand trust that you build, the transparency
about what Chevrolet stands for to its different constituents and cohorts,
you know, the technology and the transformation. Really you've hit
it all. And the talent piece goes without saying, because
we've all been challenged, whether it's around the opportunity for
(25:06):
a more diverse you know, talent pool a or be
the dearth of talent and what we've all experienced with
great resignations and quiet quitting and all of those things
that that are impacting talent. And then going to the
seas you talked about the culture. You talked about the creativity,
You talked about the curation of the brands based on
(25:29):
you know, the individual constituents needs. And you talked about
commerce obviously the buying of the automobile and general motors
in particular, and Chevrolet I think specifically has had and
demonstrated a keen understanding of content and the utilization of content,
not just commercials, but content relative to you know, leading
(25:53):
that consumer to where we think they should be and
as you say, following as well, but leading in the
in the main. Well, Steve, look as we wind up here.
What do you think a marketer in general kind of
needs to do to ensure that sustainability visions. You know,
(26:13):
we talk about the need for purpose, We talk about
the importance of sustainability and the manufacturing and the delivery
and by the way, sustainability and you know, there are
companies now that are talking about just advertising and what
you know, companies like Scope three that are talking about,
you know, just the sustainability of your advertising initiatives, and
(26:33):
and you're approaching it. How does that make its way
into your you know, into your data. Well, it's a
significant part. You Look, let's be honest, there are I
like to say that when you buy an automobile, you
better like it because it's like you're buying an outfit.
You're gonna wear it for the same you know, every
day for the next you know, three four or five
eight years. Right. Said another way, we're a very visible
(26:57):
brand in the marketplace. And when you're very visible brand, Look,
every company has a responsibility to all the things that
we collectively face. But I think when you're a brand
like General Motors, when you have products that are out
there in the market every day that people are seeing
over and over and over you just play an oversized
role in that. We're very proud of our mission of
(27:19):
zero crashes, zero congestion, and zero emissions. You have to have,
you know, a vision and a mission for the brand,
and I think it's one of those things that we're
very proud of. We've got such a phenomenal record. We're
ahead of schedule when it comes to things like the
percent of energy we're using in manufacturing plants that are
carbon neutral, the things we're doing with our products. As
(27:41):
far as sustainability, you know, when it comes to even
things like you know, leather and seating materials, recyclability, the
things we're doing with bolt battery packs that are coming
back and putting those into secondary uses. These are all
important things that we need to do that we want
to do. The question is how deeply do we tell
those stories. More broadly, it's one part of a broad
(28:05):
tapestry of messages we put out. There's a lot of
things that General Motors is doing, Chevrolet, a lot of
things that are dealer partners are doing. But it's important,
and it's it's especially important for the generations that are
coming up now. Look sustainability, it matters to everyone, but
there's as we all know, there's a bit of a
greater sensitivity to that among those that are younger. The
data is a very clear in that regard. And so
(28:27):
brands that have a purpose, brands that have a statement,
brands that people feel connected to. We've seen their stock
performances better, they rebound faster from you know, economic downturns,
and people feel connected and they can tell the stories
of those brands. Having a great product is awesome. Having
a great product that you believe in and you have
(28:48):
a connection to is a very powerful connection. It not
only attracts new people to your brand, it keeps those
that are in the franchise with you longer. And that's
a recipe to win well. Steve, I would characterize this
session as as a joy ride, and I hadn't been,
yeah exactly, but I literally have enjoyed listening and I
(29:12):
know our audience will and learning really from you. You
are obviously a master at what you do, and you
know it's reflected in the performance. And I don't mean
that necessarily in performance in a car sense, but the
performance of the brand Chevrolet, and you know, congratulations on that. So,
(29:32):
Steve Majorace, I want to thank you for taking the
time today to share your thoughts and your wisdom. Yeah, well,
thank you so much. I wouldn't trade the team we
have for anybody. I mean, you know, Mary Lean, this
company has been unbelievable. We have watched the internal culture change,
we have seen the product development with Mark Rice and everybody.
(29:54):
The portfolio blows everybody else away. The marketing organization that
Deborah Wally needs each of the individual channels. We are
a high performing, connected, communicating, strong team that supports each other.
And I think the results show and all I would
say is watch out for GM. I'm Michael Casson. Thanks
(30:18):
for listening to Good Company. Good Company is a production
of I Heart Radio Special Thanks to Lena Peterson, chief
Brand Officer and Managing Director of Media Link, for her
vision I'm Good Company, and to Jen Seely, vice President
Marketing Communications of Media Link for programming, amazing talent and content.
Good Company is a production of I Heart Radio. As marketers,
as brands, you have to have that balanced point of
what people can understand and process what they see today,
but what's the potential for tomorrow and help move that along. Hi,
I'm Michael Casson. Welcome to Good Company, where I'll explore
(00:23):
how marketing, media, entertainment, and tech are intersecting, transforming our
lives and the way we do business at a breakneck speed.
I'll be joined by some of the greatest business minds
and strongest leaders who will share how they build companies
from the ground up or transform them from the inside out.
My bed is you'll pick up a lesson or two
along the way. It's all good. First of all, I
(00:45):
want to welcome everybody to Good Company today and tell
you how excited I am to welcome Steve Majorist with
a long history and automotive advertising. Steve joined General Motors
in and now serves as the chief marketing officer for Chevrolet,
effectively leading the brand's marketing strategy for cars, crossovers, performance,
(01:06):
and ev Steve, welcome to Good Company. Thank you so much.
It's it's great to be here and it's nice to
be able to take a break from the madness of
the auto business to just have a little chat. So
thanks for having me, Steve. I'd love if you could
start by giving our audience a little, you know, glimpse
of your background and how you've chartered your path kind
(01:26):
of both personally and professionally towards this, you know, obviously
significant role in shepherding one of the most important brands
in the world, not just in the auto industry, Chevrolet
for sure. You know, there's the old expression it's, you know, whatever,
better to be lucky than good, or maybe a little
bit of both. But there was probably you know, two
or three things that maybe set the course of to
(01:49):
your point about how how I got here. First, my
father went to University of Michigan Blue right. So I
was born in Chicago. We were living in St. Louis,
and I had three older siblings and were about to
be college age, and my dad very crafty, we all
of a sudden picked up and moved to Michigan for
some reason, and so we found ourselves in Southeast Michigan,
which is we all know is the headquarters of you know,
(02:11):
General Motors, Chevrolet, etcetera. So of course I went to
University of Michigan because there was no other choice, right
But I was an English major, and at the time
I didn't really think what I would do with an
English major degree. You know, things were certainly different, you know,
in the late nineteen hundreds than they are now as
far as preparatory material, and there were no internships and
those sorts of things in those days. You just kind
of picked a degree in the way you win. But
(02:32):
I really didn't know at the time how valuable I
believe in English degree was just for what I wound
up doing in my career. You know, as marketers, storytelling,
crafting a narrative, those sorts of things are are so
mission critical to what we do, and I've learned to
balance that throughout the career. Had so many great mentors
and people who have helped me, you know, with the
(02:54):
business side of the business. I suppose, you know, at
the time, I had two job offers from my first job.
One of them was with Cambelle All Advertising, which had
the Chevrolet business, and one of them was another smaller
firm in Detroit. Campbelie Wald offered me five hundred more
dollars in salary, and I was like, hey, there we go,
so Campbelie, well, here I come. Then you look back
(03:15):
on that, you think, wow, if I wouldn't have done that,
you know, how would life have been different. And so
those are probably three things that I suppose set me
on a course. And again, so fortunate to have worked
with so many great people within Campbellie, waled outside of
Campbellie well, within the years and years, I've been engaging
with general motors and I'm the luckiest guy out there.
(03:37):
That's that's for sure. Steve, I too was an English major,
and I ended up practicing law for the beginning of
my career. But I always wondered, you know, was that
the right thing to do? And I think it was
because you know, as a lawyer, language is important and
words are important, and as a media executive and and
now you know, with media link we're in the business
(03:58):
of storytelling as well. So the English major served me well.
And so we we share that in common because most lawyers,
and I was pre law, take a political science major,
which is the usual track, and so I was a
little off center on that, but it worked out well.
And as you and I chatted earlier, the wolverine connection
is strong in my family. As well. I didn't go
(04:20):
to the University of Michigan, but all three of my
kids did. But Steve. It's interesting because my background as
an English major allowed me to play with words quite
a bit. And right now in the industry, I've started
to create a word game, and I've found that the
words that were pivotal in the industry. And when I
(04:41):
described the industry, I look at it through the lens
of marketing, media, advertising, entertainment, sports, and technology. When I
say the industry, not the auto industry, but the kind
of marketing side of the industry. And I said, if
I was responsible for starting a conversation in industry, there
are some words that would be great thought starters. My
(05:04):
bet is those are words that you're using or theories
or strategies that you're deploying on a daily basis. Trust, transparency, talent, technology, transformation, content, commerce, creativity, culture, community,
and curation. That's kind of your job. Maybe I don't
know for sure, And and those are great words, and
those are a part of our lexicon daily, you know,
(05:26):
And I would add a few to that. You know,
we talk a lot about the intersection of a company
and a culture in a country and that's one of
the unique things that that Chevrolet is able to do.
And so we're very motivated by the sense of connection,
connecting with our customers, your notion of trust and transparency.
You know, you think about just where we are from
(05:47):
a business standpoint. In the good times, selling's easy, right,
but when things get a little tricky, which is where
we find ourselves, not just in the auto business, but
just in the general business of of no matter what
category you're in, dealing with trusted brands, making sure that
you can feel like a company that you're doing business
with is someone that you can rely on matters. That's
(06:10):
been something that we were so fortunate that we have
a brand that's over a hundred years old that has
built up that sense of trust and connection and people
feel that that it's the kind of brand that they
desire to do business with. Now, it doesn't mean that
you can't lose those sorts of things, right, So you
have to you have to keep flexing that that muscle
(06:32):
all the time, and you have to the challenge for
a brand like Chevrolet is how do we delicately and
very artfully respect that heritage, keep building on that, but
not exclusively transact on that. We are a brand that
has a very modern, forward leaning vision. Our path to
electrification is industry leading, and uh, we find ourselves in
(06:54):
many instances is across at a crossroads both with our portfolio,
with our customer base. I mean, there are po that
have long, great relationships with Chevrolet, there are those that don't,
and so we need to equally appeal to all those folks.
And I think we can leverage the power of the brand,
but we can also introduce the brand to new customers.
And I think that's uh, both a challenge and opportunity
(07:15):
and something I think we're doing a pretty good job at. Well.
I think you're doing a great job of it, Stephen.
And let me tell you a little bit of a
personal story. Years ago, I had the good fortune of
working with the Cadillac as I know you did in
your early days at General Motors. I think you started
with Cadillac Mistaken and I remember when you had a
campaign back in the early aughts which was my Cadillac
(07:38):
Stories dot Com and it was you may remember that,
and it was a interesting way to look back. And
I've shared this with many of your partners in General
Motors and Cadillac I had a couple of Cadillac stories,
but I also have a couple of Chevrolet stories, and
you're right, it's that connection with the brand. My very
first car was a nineteen sixty two. I'm not that old,
(08:00):
but it was a hand me down my sister Chevrolet
and paula convertible, you know ss. But my favorite car
growing up, and this is when I was a bit older,
was a Corvette. So I have a couple of pretty
important Chevrolet stories in my own life. When I met
my wife, I had a Corvette. She wasn't a fan
of Corvettes, and then she became a fan of Corvette.
(08:21):
So the whole there's a whole story around that. But
the part that I shared was the Cadillac story was
and again it's that relationship the consumer has to a company,
but to you know, to a brand, if you will.
And the ones I told, the ones I can share,
at least one was that time when my father bought
the first Cadillac in the late fifties and drove up
(08:43):
and the whole neighborhood came out and I remember like
it was yesterday. It was a big deal. It was
a big you know that from an Oldsmobile to the Cadillac.
Was you kind of arrived, you know, and funny mine
were Again my personal stories were not cattle lect stories,
they were Chevrolet stories. But it's that connection with the brand.
(09:04):
It's that you know, comfort with the brand and as
you say, the push around electrification and you know, e
V is being led in such a unique way, you
know by you you know, talk about that and talk
about the role that marketing gets to play as you're
kind of on a pretty brand scale, you know, maybe
(09:25):
changing the entire face of the auto industry relative to electrification. Yeah,
it's well, you make it sound kind of daunting, but
um but it is daunting. First of all, we are
so fortunate to play the role that we play within
the General Motors portfolio. You know, Chevrolet has always been,
you know, a brand that has to span the most
(09:47):
comprehensive customer base within the company. You know, we drive
General Motors volume, we drive share. We have three thousand
Chevrolet dealers across the country. We sell everything from you
General Motors least expensive car to our most expensive We're
in it no matter what GM is doing. Chevallet's in it.
And we're so lucky to play that role and have
(10:08):
such phenomenal partners in design, engineering, and manufacturing and our
dealers that you know, that really make it all worthwhile.
But we do we we find ourselves, you know, at
the forefront of uh, you know, a mobility transformation, and
you know it's something from a Chevallet standpoint. Interestingly, you know,
we didn't just kind of wake up and say, hey,
(10:29):
we might want to dabble in this electrification space here.
You know, we've been at it for over ten years.
And so you know, a lot of people when they
think of Chevrolet and look, we love these stories. Some
people think of Chevrolet and they think of, you know,
the Chevy truck that has gotten them through tough times.
They think about a suburban that's been the vehicle that's
carried people in dreams and memories. They think about the
(10:50):
Corvette as you spoke. We have a lot of people
that have been living the Chevrolet Electric story for over
ten years. We've had not one, but two generations of
the Chevallet Vault. We've now on the Bowl EV and
now the Refresh Bowl EV and the Bowl EUV, the
Spark EV. So we've been learning on this journey and
we've been slowly building a base of of customers and
(11:11):
expertise to help us. And so where we find ourselves
now with all the great work again that the team
has done to bring the Ltium platform and the products
that we're starting to see now with the phenomenal Cadillac
Lyric and the Hummer SUV and s UT, but that
Altium platform is going to be really the great enabler
for really the more mainstream, volume based products. Look, we
(11:34):
know the kinds of vehicles that Americans want, and that's
one thing that Chevrolet has always done an outstanding job,
and which is provide the vehicles that Americans are looking for.
And there's no doubt right now it's about trucks, it's
about performance vehicles, it's about sport utilities and crossovers. And
that's what we're going to bring to market with the
Equinox EV, Blazer EV and Silverado EV. And yes, we've
(11:55):
talked about things like an electrified corvette, and and there's
certainly other ings that will come at another time, but
for right now, having the ability to really bring mainstream
products to the market that are electrified. And the interesting
thing is, you know, early on we've learned a lot
in this space. But uh, you know a couple of
(12:15):
things we've learned. Number one is, you know, consumers don't
want ev s to be science projects. You know, early
on you almost had to overtly telegraph to people, you know,
look at me, I'm driving an e V because it
looks quirky and what have you, and you almost had
to stand out. And now people are like, I know
what I want. I want to gree up a vehicle
with great design, great styling, the capability that I am
(12:38):
used to, regardless of propulsion type. I wanted from a
brand that I trust, and I want to know that
this is going to meet the needs I have for
my basic transportation needs capability, towing, cargo, passenger safety, and
I want to feel good driving it. You know, these
are massive purchases in importance and from a financial standpoint.
(13:01):
I mean quite often we say it's the second most
expensive thing that people will purchase, right, you know, in
the car. And so you know, early on it was
you know, you called early e V adopters, you know,
green collar, right, and that certainly there's a you know,
an environmental and you know that sort of been to it.
But green collar is also is this right, does it
(13:24):
fit what I need from a financial standpoint and from
a vehicle performance standpoint. So there's an awful lot that
we've been doing in that space. And I think what
you're gonna see is what GM has done for a
hundred years. GM is about to do for Chevrolet again,
which is unleash a portfolio onto the marketplace. That's gonna,
we think, and we know, captivate people's attention. They're going
(13:46):
to be wowed by the design and the capability, and
they're gonna be wowed by the price points because that's
what makes Chevrolet Chevrolet. We haven't veered from that mission
for over a hundred years, and we're not going to
start varying from it now. It's so interesting to hear that,
Steve and your perspective. Let's talk about the role though
marketing is playing. So last year you had great success
(14:09):
in a sort of emotional campaign, and my understanding is
you've just issued a new campaign, Mrs Hayes, which kind
of tugs at the heart strings and builds on the
momentum that you had last year. Because as you just said,
it's one thing to deliver the choice and the auto
you know, selection and the veritable cornucopia of models you
(14:31):
just listed, which that alone is probably a job to
just keep all of that, you know, straight, But the
role that marketing can play, and you know, your decision
to kind of create yet another campaign in a positive
way that you know has that heart string and that nostalgia. Again,
you try to be a reflection of the direction of
the consumer and be ahead of the consumers, so not
(14:53):
only waiting for them to point you in the direction,
but you leading them. What was the impetus for that?
If if you can share, there's always a strategic story
behind everything, and then there's you know, the story behind
the story you're referring to. We call it a holiday
card to America. We started it last year. That spot
was called Holiday Ride and it was a very simple
(15:14):
story of a restoration of a product, you know that
was a sixty six and Pala that had a very
special meaning and memory to an individual's life, and how
a community came together and refurbished this car and it
really struck a chord. And I think, look, we like
to say that everyone has a Chevallet story, but let's
be real, not all three. However, many fifty million Americans
(15:35):
there are has a chevallet story. But what people do
have too, so I'm covering the right. But what people
do have is they have stories of family, They have
stories of community, of togetherness, of memory, of loss and love,
and these are powerful universal themes. And last year, to
(15:55):
be honest, we were kind of in the middle of
some of that, the more disruptive time when it came
to supply chain and vehicle availability. December is always the
number one retail month for automotive, it is for Chevrolet,
it is for the industry, and so you know, in
a historic time frame, we would be out there with
large retail initiatives like all manufacturers are, because you know,
(16:18):
I think the industry does ten percent of the volume
in one month, so it's a pretty important time. But
given that what was happening, we really couldn't go out
and kind of look a little, you know, tone deaf
to the fact that availability was down and the economy
was a little you know, suspect, and so we almost
had a lucky opportunity to step in and say we
(16:38):
can do something that that big marketers do. We like
to say that big brands do big things, and we
certainly count ourselves in that category, and so we thought, well,
there's a confluence of events here that will allow us
to get a holiday message out there that isn't purely
driven from a like let's call it a retail perspective.
So we kind of did that. We think it played
very nicely, and we thought we could we could do
(17:00):
it again this year. Now it's certainly something it's not
a strategy that we do for twelve months, but if
you can transact a little bit on the emotion and
power that people feel around the holiday seasons and just
kind of tell a riveting story where a vehicle has
played a central role in that. So we did it again.
We liked the results of that, and I like to
(17:21):
think that this could be a tradition that that Chevrolet
could do for years to come, long after I'm not
the CMO of of Chevrolet anymore. So it's one part
of a very broad marketing mix. But that's what makes
Chevallet so dynamic and so interesting. We can be talking about,
you know, a Corvette Zeo six, we could be talking
about Chevrolet Silverado e v s and doing innovative things
(17:44):
like our what we did at the Country Music Awards
about a month or so ago with Breland and the
world's first ever song contest about an electric full size
pick up to the country music audience, and then the
next day we're talking about the safety and dependable only
in quality of a Chevallet Equinox. It's a fascinating brand
and it allows us the elbow room to really explore
(18:06):
all those different dimensions of the brand. And so, you know,
in a classic marketing textbook, you'd say, what's the one
thing that Chevrolet stands for? Right, It's a difficult question
to answer for Chevrolet because we stand for so many
things to so many people. But what does unite us
is a lot of these the sense of who a
Chevrolet customer is, the values they hold, and allowing us
(18:27):
to kind of leverage and celebrate that is important, I think,
and like a little more important this time of the year. Well, Steve,
that is so thoughtful and helpful because you said a
couple of things that sparked my next question, which is
this kind of conversion to a you know, sustainable, kind
of techt centric brand. As you said, it's not a
(18:51):
new affectation. I mean, this has been something that's been
ongoing at Chevrolet for quite some time. You know, you
went through this history of the volt and you think
of that, this is just today, this is something you've
been doing for a long time. What's next on your agenda?
You know, as you think of re establishing. And by
the way, when you say that, I always conjure up
(19:12):
one of my favorite campaigns of all time. I'm really
going to date myself. But See the USA and Your Chevrolet.
As I said earlier, I'm not that old, but I
guess I am. I remember that, and I remember that
being kind of a theme song for America. I really do.
Not just a theme song for a commercial campaign from
Chevrolet sung by yes Dinah Shore. But you know, See
(19:34):
the USA and Your Chevrolet says a lot about what
you just said, presenting all the different aspects, whether it's utility,
whether it's speed, whether it's you know now tech and
maybe bringing it all together. But what's kind of on
your agenda next? You know, as you address three and
the years beyond, you know now that some of these
(19:56):
things are starting to become deregere. It's like you are
this company now, what's what's the next iteration? Right? Well,
you know it's interesting you you bring up, you know,
See the USA because what's next for us is what
has always been what has made Chevrolet so powerful, so popular,
and so connected to America is we really are a
(20:19):
reflection of and a driver of the pulse of America.
You know. See the USA was a campaign born out
of the post World War two optimism, right. It was
the g I Bill, it was the building of the
illustrate interstate freeway system, and it was boundless optimism. And
that's what see the USA said, and the brand that
(20:39):
was going to help deliver that with Chevrolet. And then
you got into campaigns like the Heartbeat of America. Right
again another different time, but a similar reflection. Almost the
the opposite of that was like Iraq in the ninety nineties,
economic uncertainty, a lot of turmoil in America, and like
Iraq was again representative of no matter what comes my way, right,
(21:03):
if I have a Chevy truck, I can endure. I
can take care of my family and my community. And
that was a powerful reflection of how America saw themselves.
And so what we're tasked with now is where does
America see themselves? Where do customers see themselves? And how
do we connect with those folks and how do we
reach them. Now, what we have to our advantage is
(21:25):
we have media channels and opportunities to be so much
more targeted and so much more specific to our target audience.
I mean, we're out there right now with a campaign
we kind of call it E VS for Everyone everywhere.
It's a very bright, optimistic, but still Chevrolet centric campaign
that basically says, look, we know where things are going
(21:47):
here and rest assured Chevrolet is going to be that
brand that you can rely on moving forward. But I
think right now, over the last couple of years, and
I think going into the next few years, we all
know what's happened with with COVID, uncertainty and economics in Ukraine,
and it's it's a little exhausting, And I think what
people are looking for is if you add into that
(22:08):
mix the uncertainty of electric faicles and the questions that
that accompany, that those are very real things, and I
think what people are looking for is some confidence and
reassurance that there's a trusted ally that's gonna help us
move to the next stage. We're very clear with our customers,
with our dealer network, with the media and everybody else,
(22:31):
we are going to go at the pace at which
the customer wants to go, but we are going to
be ready at whatever pace that is. And so being
able to tell people and reassure someone who's had a
Chevrolet full size pickup for you know, three, four or
five in a row and just wants to keep buying
full size pickups, don't worry. We've got those products for
you and we are going to for a long time.
(22:53):
But if there are those that are EV ready, that
have been in the game with us for ten years,
or those that finally look around and see enough signals, right,
you see your neighbor you know, you see more and more.
We just had a new fueling station, and then in
the neighborhood I live in open Up and they have
to charge point charge stations. There. There's a lot more
signals and reassurance that hey, I think that I can
(23:15):
make this EV thing work. But people still want to
engage with the company that they believe is going to
deliver the right product. And so the trick for us
is how do we reflect the mood of the country
and also lead, not just reflect, not just react, but
the productive which is right because in a way you
do need to pull people along a bit right I
mean there's always these you know, romantic stories about the iPhone.
(23:39):
You know, early on it's like a camera on my phone.
I don't need that, right, And you know it's like
and now you're like, yeah, it's pretty darn good, right,
And so yeah, as marketers, as brands, you have to
have that balance point of what people you know, can
understand and process what they see today, but what's the
potential for tomorrow and move that along. And I think
(24:01):
that we've always been I think pretty indicative there. Again.
You even think about Chevrolet design and you think about
the era of design back to the nineteen fifties and
Dinah Shore, I mean, Chevrolet was pioneering big fins and
color palettes and things that we're helping moving and pushing
people along. And so we're almost at a golden arrow
(24:22):
like that again, because what electric vehicles and the General
Motors Chevrolet Altiam platform will enable when it comes to
design and the way that we bring these products to market,
the technology and even yes, the color palette, it's very refreshing.
I think people are ready for that. Well, Steve, what
you've done is validated where we started, because if you
(24:43):
go back to the teas and sees the trust. You
talked about the brand trust that you build, the transparency
about what Chevrolet stands for to its different constituents and cohorts,
you know, the technology and the transformation. Really you've hit
it all. And the talent piece goes without saying, because
we've all been challenged, whether it's around the opportunity for
(25:06):
a more diverse you know, talent pool a or be
the dearth of talent and what we've all experienced with
great resignations and quiet quitting and all of those things
that that are impacting talent. And then going to the
seas you talked about the culture. You talked about the creativity,
You talked about the curation of the brands based on
(25:29):
you know, the individual constituents needs. And you talked about
commerce obviously the buying of the automobile and general motors
in particular, and Chevrolet I think specifically has had and
demonstrated a keen understanding of content and the utilization of content,
not just commercials, but content relative to you know, leading
(25:53):
that consumer to where we think they should be and
as you say, following as well, but leading in the
in the main. Well, Steve, look as we wind up here.
What do you think a marketer in general kind of
needs to do to ensure that sustainability visions. You know,
(26:13):
we talk about the need for purpose, We talk about
the importance of sustainability and the manufacturing and the delivery
and by the way, sustainability and you know, there are
companies now that are talking about just advertising and what
you know, companies like Scope three that are talking about,
you know, just the sustainability of your advertising initiatives, and
(26:33):
and you're approaching it. How does that make its way
into your you know, into your data. Well, it's a
significant part. You Look, let's be honest, there are I
like to say that when you buy an automobile, you
better like it because it's like you're buying an outfit.
You're gonna wear it for the same you know, every
day for the next you know, three four or five
eight years. Right. Said another way, we're a very visible
(26:57):
brand in the marketplace. And when you're very visible brand, Look,
every company has a responsibility to all the things that
we collectively face. But I think when you're a brand
like General Motors, when you have products that are out
there in the market every day that people are seeing
over and over and over you just play an oversized
role in that. We're very proud of our mission of
(27:19):
zero crashes, zero congestion, and zero emissions. You have to have,
you know, a vision and a mission for the brand,
and I think it's one of those things that we're
very proud of. We've got such a phenomenal record. We're
ahead of schedule when it comes to things like the
percent of energy we're using in manufacturing plants that are
carbon neutral, the things we're doing with our products. As
(27:41):
far as sustainability, you know, when it comes to even
things like you know, leather and seating materials, recyclability, the
things we're doing with bolt battery packs that are coming
back and putting those into secondary uses. These are all
important things that we need to do that we want
to do. The question is how deeply do we tell
those stories. More broadly, it's one part of a broad
(28:05):
tapestry of messages we put out. There's a lot of
things that General Motors is doing, Chevrolet, a lot of
things that are dealer partners are doing. But it's important,
and it's it's especially important for the generations that are
coming up now. Look sustainability, it matters to everyone, but
there's as we all know, there's a bit of a
greater sensitivity to that among those that are younger. The
data is a very clear in that regard. And so
(28:27):
brands that have a purpose, brands that have a statement,
brands that people feel connected to. We've seen their stock
performances better, they rebound faster from you know, economic downturns,
and people feel connected and they can tell the stories
of those brands. Having a great product is awesome. Having
a great product that you believe in and you have
(28:48):
a connection to is a very powerful connection. It not
only attracts new people to your brand, it keeps those
that are in the franchise with you longer. And that's
a recipe to win well. Steve, I would characterize this
session as as a joy ride, and I hadn't been,
yeah exactly, but I literally have enjoyed listening and I
(29:12):
know our audience will and learning really from you. You
are obviously a master at what you do, and you
know it's reflected in the performance. And I don't mean
that necessarily in performance in a car sense, but the
performance of the brand Chevrolet, and you know, congratulations on that. So,
(29:32):
Steve Majorace, I want to thank you for taking the
time today to share your thoughts and your wisdom. Yeah, well,
thank you so much. I wouldn't trade the team we
have for anybody. I mean, you know, Mary Lean, this
company has been unbelievable. We have watched the internal culture change,
we have seen the product development with Mark Rice and everybody.
(29:54):
The portfolio blows everybody else away. The marketing organization that
Deborah Wally needs each of the individual channels. We are
a high performing, connected, communicating, strong team that supports each other.
And I think the results show and all I would
say is watch out for GM. I'm Michael Casson. Thanks
(30:18):
for listening to Good Company. Good Company is a production
of I Heart Radio Special Thanks to Lena Peterson, chief
Brand Officer and Managing Director of Media Link, for her
vision I'm Good Company, and to Jen Seely, vice President
Marketing Communications of Media Link for programming, amazing talent and content.
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