>> I think it's a combination of things.
I think having an interest in creating new products
or services is something I think is innately a part of a successful marketer.
I think having the ability to juggle both the business understanding and analytics,
plus having some creative interest is interesting because for example,
with Lipton Sparkling, what I like a lot was once I was able to get to a concept
that I thought consumers would like, well first it's tapping into what is
that insight around consumer behavior.
Like watching what, how people drink their beverages.
One thing we were noticing was that people were taking their flat teas and putting it
into like a soda stream to actually create bubbles at home.
So what that showed us was that people actually, there was a demand
or desire to see bubbly tea out there.
And so taking that insight, we were then able to say okay, this is a concept that could work.
But then what you would need to do is then say okay, do I have an interest
to taking it from concept to execution.
And so being able to kind of juggle between something more high level, strategic,
to you know, kind of working with different teams was important.
I guess going back to your original question of what would they need to do.
I think it helps to get a degree in marketing probably first and foremost,
because you cover your basic classes.
But I think I would challenge students to go beyond the traditional curriculum
of a marketing degree and take classes in advertising.
Take classes in graphic design, even sketching for example.
Like going to a pure creative school to get that experience,
you end up realizing what your agencies have to help you with.
And it's nice to be able to speak kind of multiple languages in that field.