Emily Ketchen
Lenovo
Also available as audio
Localize globally scaled campaigns by starting with master brand assets, then adapting them for regional relevance—Ketchen's F1 sponsorship strategy demonstrates how a single global property can be standardized at the creative level while remaining market-specific in execution.
Position AI and device intelligence as anticipatory rather than reactive—the marketing narrative should emphasize how personal knowledge bases enable technology to predict needs (traffic delays, creative blocks) rather than simply respond to user commands.
Lead with on-device compute and local processing in product messaging when security and autonomy matter to your segment; Ketchen highlights that built-in capabilities that don't require cloud dependency are now table-stakes marketing claims for enterprise and conscious consumers.
Conversation 107
We're all doing everything we're doing to make that fan experience better and if that fan experience can be brought to you by Lenovo, how incredible is that? And so that's where we see the opportunity. And of course, you know, it's in three different countries across 39 days with 48 teams, that's more than they've ever had before. 104 matches and many of those matches happening on the same day. So wow, it's going tonna be really a huge moment and I think the expectation is that the finals will be watched by 6 to 7 billion spectators.
Emily Ketchen, Inside Lenovo’s Global Marketing Transformation with CMO Emily Ketchen at Lenovo
Emily Ketchen
OFFBounds Source · 107· Lenovo
