Marketing Today With Alan Hart

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Kristina Duncan who, as vice president for global marketing communications at Mattel, oversees all global branding, advertising, retail merchandising and digital creative for the Barbie brand.Duncan and Hart discuss the “Imagine the Possibilities” campaign, an effort that aimed to accomplish two objectives for the Barbie brand: Drive business and change perception. In doing this they had to orchestrate a seismic shift to reintroduce and recommunicate the brand to consumers. The campaign lived into its purpose using this succinct statement as a guide: “The brand exists to inspire and nurture the limitless potential in all girls.” You can witness the delight the campaign delivered here.Duncan also identifies and discusses the key trait responsible for her success — she's the ultimate collaborator: “I've always seen myself as someone who loves to be a great partner and loves t