Q&A With Victor Lee of Hasbro | MMA Global
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  3. Q&A With Victor Lee of Hasbro

Q&A With Victor Lee of Hasbro

Victor Lee
Vice President, Digital
Hasbro
Q.
What has been your greatest success to date integrating mobile?
A.

A deep understanding that building programs and strategies based on the screen is incorrect, but building our programs around the right content and how consumers want to engage. This can be on any screen at any time. We don't have mobile specific, social only or central hubs, but they all work to solve a common goal which is to provide the necessary exposure. By limiting a program to just mobile or social or web, would be taking out a portion of the consumers day as they don't behave in channels but in access.

Q.
Which aspects of mobile, if executed correctly, are likely to provide brands the greatest competitive advantage?

A.

Adopting and adapting to the changes in how consumers behave on mobile. Given the size of screens and the natural tendency to use mobile for immediate needs, brands must understand that they only have the first touch to make the impression. Whether its with media, mobile search, responsive design, apps or social, if a brand doesn't make the impact from the first touch, they will lose the consumer who is naturally more fickle when it comes to mobile. They don't have the luxury of multiple web screens open, one shot, one opportunity. Don't miss it.

Q.
What do you think are the most important aspects of organizational design that allow marketing innovation to flourish?

A.

A company must have alignment across all stakeholders, voters and owners to agree and understand the changing landscape. If the web is about 20 years old, mobile is much younger and it's easy to fall for shiny object syndrome and jump to the next best thing because an article or blog said so. Innovation flourishes when we become inventors and explorers. If we set limitations as our goals, we will always achieve them. As marketers we have to become the digital age Christopher Columbus and set sail to new territories, if we limit our vision we will operate under a flat marketing world.

Q.
Which aspects of organizational design will end up being changed the most by mobile?
A.

Speed to market and simplicity of message. Our messages appear on a 5 inch screen and success driven by the tap or swipe of a finger tip.

Q.
What has your team achieved recently that you'd like to give them a special shout out for?
A.

Honestly, to isolate a program or situation wouldn't do the team justice, my team has embraced the chaos, change and constant innovation of the digital marketing industry and has owned change, optimization and iteration as the common language in what we do.

 
As marketers we have to become the digital age Christopher Columbus and set sail to new territories, if we limit our vision we will operate under a flat marketing world.

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