Lenovo's CMO Emily Ketchen discusses global marketing trends and India’s growing market potential

As Lenovo continues to adapt to global media disruptions, Emily Ketchen's - Global Chief Marketing Officer and Vice President of Lenovo - insights highlight how India’s dynamic and youthful market will play a critical role in shaping the company's future strategy.

By  Delshad IraniSep 24, 2024 9:27 AM
Lenovo's CMO Emily Ketchen discusses global marketing trends and India’s growing market potential
As Lenovo continues to adapt to global media disruptions, Emily Ketchen’s insights highlight how India’s dynamic and youthful market will play a critical role in shaping the company's future strategy. (Still from the video)

In a recent interview with Media Dialogues With Storyboard18, Emily Ketchen, Global Chief Marketing Officer and Vice President of Lenovo’s Intelligent Devices Group (IDG) and International Markets, delved into the rapidly shifting global media and marketing landscape. She highlighted several key trends that are reshaping how brands and businesses engage with consumers.

The current media disruptions are making the CMO's role both more challenging and exciting, Ketchen remarked during her discussion with Delshad Irani. She emphasized that these trends present unique opportunities for companies to innovate and stay ahead in a complex environment.

Ketchen also expressed her optimism about India’s market, which she believes will play a crucial role in Lenovo’s global strategy. "We are super excited about the market in India. It is predicted that by 2026, India will be the third-largest market in the world," she said, underscoring the ‘tremendous energy and enthusiasm’ surrounding the country’s growth prospects.

She highlighted the unique demographic advantage that India presents, particularly the tech-savvy younger generation. 35% of the population in India today is under 34-years-old. If one thinks about Lenovo’s business, Lenovo as a technology company, it is super interested in its marketing capabilities to Gen Z, Ketchen said, adding that this age group is composed of digital natives who have never lived in a world without technology. They have a propensity for technology and are deeply interested in it.

In addition to the booming youth demographic, Ketchen pointed out several other key factors driving Lenovo’s focus on India. There are areas around premium, made-in-India, and sustainability, she said. The combination of those factors makes it a very exciting and important market for Lenovo.

As Lenovo continues to adapt to global media disruptions, Ketchen’s insights highlight how India’s dynamic and youthful market will play a critical role in shaping the company's future strategy.

First Published on Sep 24, 2024 9:27 AM

More from Storyboard18

Brand Makers

Digital Entertainment Summit 2025: The Highlights

Digital Entertainment Summit 2025: The Highlights

Brand Makers

Masayoshi Son sets stage for internal successor selection as SoftBank accelerates AI ambition

Masayoshi Son sets stage for internal successor selection as SoftBank accelerates AI ambition

Brand Makers

Zohran Mamdani's Bollywood-powered campaign wins NYC Mayoral primary

Zohran Mamdani's Bollywood-powered campaign wins NYC Mayoral primary

Brand Makers

WPP Media appoints Sindhuja Rai as Chief Client Officer, APMEA

WPP Media appoints Sindhuja Rai as Chief Client Officer, APMEA

Brand Makers

Anna Wintour steps down as US Vogue editor after nearly four decades at the helm

Anna Wintour steps down as US Vogue editor after nearly four decades at the helm

Brand Makers

Kohli bets big on Agilitas; invests Rs 40 crore in former Puma India MD’s sporting venture

Kohli bets big on Agilitas; invests Rs 40 crore in former Puma India MD’s sporting venture

Brand Makers

Elon Musk bans hashtags from ads on X, calls them "esthetic nightmare"

Elon Musk bans hashtags from ads on X, calls them "esthetic nightmare"

Brand Makers

Airbnb's CFO Ellie Mertz appointed to Netflix Board of Directors

Airbnb's CFO Ellie Mertz appointed to Netflix Board of Directors