Marketing Growth Conversation: Landon Nguyen of Andresen Digital
Landon Nguyen is a seasoned brand marketer who has worked with top brands like Toyota, Comcast, Airbnb, Uber and more. Landon's expertise spans creative strategy, storytelling, digital, and performance. Currently Landon is global head of business development for Andresen Digital. Landon and I worked together at Digitas, and he's one of the most energetic, fun, and charismatic people I've worked with.
Highlights from the discussion:
Landon has worked across many agency models ranging from big shops, small shops, holding companies and AORs, to independent boutique shops like Andresen Digital. Landon offers that the advantage of boutiques is an ability to operate in stealth mode, moving at the speed of culture, or how a SWAT team or ninja might approach a challenge.
Landon has always been passionate about moving agile and operationalizing global teams that can align work across time-zones, in some cases creating 24 hour work cycles across multiple teams.
Great marketing leadership starts with listening to customers and teams, building a plan and then following through in execution.
Modern marketing can be a driver of growth by putting brands at the center of culture in authentic and powerful ways. When brands connect well to culture, they can be amplified by novel partnerships and collaborations. A great example is how Barbie went to market with over 100 partnerships and dominated culture during the summer of 2023.
A signature growth moment in Landon’s career was leading brand activations and partnerships for Uber. He was brought on in the midst of the #DeleteUber movement and their strategic goal was to win back brand favorability. His team prioritized empowering experiences and movements that championed women and people of color. Working with niche female entrepreneurs turned out to be one of the most engaging parts of the campaign because it aligned to authentic purpose.
One of the best learnings Landon has taken from his career experience is to learn how to fail fast, learn, connect with cultural relevance and iterate to keep getting better. Avoid analysis paralysis. Do something great and keep building momentum.
A favorite growth brand right now: Liquid Death. They are famously dominating culture right now and they are a water brand. A product literally in a sea of sameness. A perfect example of how making waves in culture drives growth.
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