Democratizing Technology for All with Emily Ketchen, Global VP and CMO of Intelligent Devices Group and International Markets at Lenovo

“Gen Z has a whole different set of requirements and expectations of brands and marketers. What defines Millennials and Gen Z is this notion of far more porous brands. They want to be heard. They want to be seen. They want to be part of the brand.”
— Emily Ketchen

Lenovo is on a mission to democratize smarter technology for all by leveraging the power of AI and adapting its brand communication strategy to meaningfully engage with Millennials and Gen Z. To learn more, we sat down with Emily Ketchen, Global VP and CMO of Intelligent Devices Group and International Markets at Lenovo.

Emily is a dynamic and multifaceted marketing executive who specializes in harnessing emerging technologies to develop cohesive brand narratives that generate significant revenue growth. Recognized as one of Brand Innovators' Top 100 Women in Marketing and a member of the Forbes Communications Council, she is also a dedicated advocate for Diversity, Equity, and Inclusion (DEI).

With a rich career spanning over three decades, Emily has climbed through the ranks of global marketing organizations on both the brand and agency sides. Her executive influence also extends to exclusive networks. She is a Marketing 50 Member with the esteemed World 50 Group, a Board Member for Outward Bound California, and a member of The Fortune Most Powerful Women community.

Learn how Lenovo fulfills its brand mission by reading the transcript below or exploring the key takeaways from the episode.

• The Multifaceted Rewards of Agency Life: Working in an agency offers an all-around experience that engages you on strategic, managerial, and creative levels. The diversity of clients and industries keeps the work dynamic and fresh. But the real magic of agency work is the shared sense of purpose across all teams. Everyone is aligned toward one goal: client success. This unified approach creates a great culture and makes the work exceptionally rewarding.

• Bridging the Generational Gap: In the past decade, the C-suite has been filled by Gen Xers and Baby Boomers who didn't grow up with the internet. However, they're now targeting Millennials and Gen Z, generations with a fundamentally different relationship with technology. This has led to a disconnect in how companies communicate and market to these younger consumers. Unlike older generations who expect top-down messaging from brands, Millennials and Gen Z demand more transparency and interaction. As a result, businesses must adapt their communication and products to fit a more interactive and tech-savvy lifestyle.

• Providing Technology For All: Navigating a competitive tech landscape with giants like Apple and Microsoft, Lenovo differentiates itself with a vision of smarter technology for all. The company focuses on democratizing technology with high-quality, accessible products. For example, Lenovo's Legion gaming brand recently launched a campaign focused on the underrepresented female gaming community, resonating well with Gen Z and Millennials. Another recent venture is the Lenovo ThinkPhone by Motorola, a business-centric mobile solution, which incorporates features from Lenovo's ThinkShield security suite, extending the Lenovo Think brand into new markets.

• Embracing AI in Marketing: Unlike past tech trends, Emily believes AI is here to stay as platforms like ChatGPT offer high-quality insights, complementing rather than replacing human creativity. However, marketers must be cautious about security and understand the technology's limitations. AI identifies patterns but can't judge right from wrong. So, you must adopt clear company policies on the process of adopting AI into business operations.

• Empowering Women in Tech: Passionate about promoting women and diversity in the tech industry, Emily often discusses how women can navigate challenging situations and differentiate between mentoring, coaching, and sponsoring for career growth. Strongly influenced by Madeleine Albright's quote, "There is a special place in hell for women who don't support women," Emily believes women should support each other, so she focuses on building a pipeline for female talent, aiming to create inclusive environments where women can excel.