IBM's Jonathan Adashek on storytelling through marketing and communications

Summary

In this episode of the 'What's at Stake' podcast, Jonathan Adeseek, Chief Communications Officer and SVP of Marketing at IBM, discusses his unique career journey from politics to leading communications and marketing at a tech giant. He shares insights on IBM's use of AI, specifically Watson X, to enhance operations and drive business solutions. Jonathan highlights the importance of aligning marketing and communications strategies, reflecting on IBM's sponsorship in sports and entertainment. He also emphasizes the role of AI in augmenting human efforts and providing targeted solutions for clients, offering a glimpse into IBM's cutting-edge innovations and leadership in the tech industry.

Takeaways

• 😀 Jonathan Adeseek emphasizes his background in politics, particularly during the Clinton administration, which shaped his approach to communications and marketing at IBM.
• 😀 Jonathan applies a political campaign mindset to his current role at IBM, positioning IBM as the 'candidate' whose success depends on customer engagement and adoption.
• 😀 The conversation highlights the critical importance of Wisconsin in the 1996 U.S. presidential election, where Jonathan worked as a field organizer, contributing to the victory there.
• 😀 Jonathan reflects on the unique challenge of aligning communications and marketing under his leadership at IBM, with both teams now merged to increase focus and synergy.
• 😀 IBM's current strategy is focused on clear and consistent messaging, ensuring that the company is recognized for its role in essential infrastructure, such as supporting businesses and government operations.
• 😀 Jonathan discusses the natural alignment between communications and marketing, highlighting how merging these functions at IBM has allowed the company to present a unified brand message.
• 😀 In his previous role at Nissan, Jonathan saw the disconnect between brand (marketing) and reputation (communications), underscoring the importance of integrating both for a stronger company image.
• 😀 AI is seen as a tool to augment, not replace, human efforts, with AI helping IBM to automate tasks like content creation, social media management, and operational efficiencies.
• 😀 Jonathan discusses how IBM leverages AI to create bespoke solutions for clients, with Watson X providing AI models that are tailored to a company's specific data, improving operational outcomes.
• 😀 Sports and entertainment sponsorships play a key role in IBM’s marketing strategy, with the company focusing on being a partner rather than just a sponsor. IBM enhances the viewer and participant experience using its technology.
• 😀 IBM's technology-driven sponsorships, such as at the US Open and the Masters, include innovations like the shot-by-shot tracking feature, showing the company’s deep integration into events and fan experiences.
• 😀 Jonathan's personal insights reveal his leadership style as transparent, inclusive, and servant-based, with his passion for people being the most important part of his job at IBM.

Q & A

What is Jonathan Adeseek's career background before joining IBM?

Jonathan Adeseek started his career in politics, working on the Clinton re-election campaign in 1996. He later worked in the White House at Treasury and with John Kerry during his presidential run. His experience in politics heavily influences his approach to communications and marketing at IBM.

How does Jonathan view his approach to communications and marketing at IBM?

Jonathan sees his approach as campaign-like, focusing on creating a unified message where IBM is the 'candidate.' He believes that communications and marketing should work together to convey IBM's story, and he aligns this with his political background of driving a message to voters through both marketing and communications.

What role did Jonathan Adeseek have at IBM before overseeing both communications and marketing?

Jonathan initially joined IBM to lead communications. However, in January 2022, he was tasked with leading both marketing and communications after IBM's CEO, Arvin Krishna, recognized the synergies between the two functions.

How did Jonathan structure his teams when he first took on the responsibility for both marketing and communications?

Initially, Jonathan managed two separate teams: one for marketing and another for communications. He was not given a mandate to merge them but to manage them effectively. In January 2023, the two functions were officially merged, focusing on greater alignment and synergy between them.

What is the key advantage of merging communications and marketing under Jonathan's leadership at IBM?

Merging communications and marketing allows for a more cohesive and unified message. It helps avoid conflicting strategies, reduces competition for attention, and enables IBM to communicate in a more focused and impactful way.

What challenges does Jonathan face when explaining IBM's offerings to customers?

Jonathan points out that IBM is often seen as the 'rails' for businesses, infrastructure, and government rather than a consumer-facing product. A challenge for IBM is explaining the complexity of its services and products in a way that resonates with customers and stakeholders.

How does Jonathan view the role of AI in IBM's marketing and communications strategies?

Jonathan sees AI as a critical tool in enhancing content creation, targeting, and social media management. AI tools like Adobe's Firefly allow for faster content production, and AI is also used to automate and optimize processes across the organization.

What are some of IBM's major sponsorships in sports and entertainment?

IBM has significant sponsorships in sports and entertainment, including partnerships with events like the Grammys, Wimbledon, the Masters, and the US Open. These sponsorships go beyond just placing logos on billboards, with IBM focusing on enhancing the viewer and participant experience using its technology.

How does IBM use unstructured data in its sports sponsorships?

IBM uses unstructured data to gain deeper insights into players' behaviors and predict outcomes. For example, during the US Open, IBM analyzed unstructured data about Ash Barty's emotional and physical state to predict her performance in the tournament, which proved to be accurate when she lost early.

What leadership qualities does Jonathan Adeseek prioritize?

Jonathan describes his leadership style as transparent, inclusive, and servant-oriented. He emphasizes the importance of focusing on people, which he values above all else in his role at IBM.