Interviews

MarTech Interview with Ted Kohnen, CEO of Park and Battery

Join Ted as he gets into AI ethics, data analytics, and creative strategies in modern marketing.

Ted Kohnen, CEO of Park and Battery and recipient of prestigious awards such as ANA B2B Agency of the Year and Chief Marketer 200 has vast experience in making brands stand out. He’s worked with various companies, from new to big, all around the world. With time, he’s had important experiences that changed how he thinks about telling a brand’s story and getting people interested in it.

As the interview unfolds, Ted will unveil his vision for Park & Battery’s strategic initiatives, charting the course for innovative efforts in marketing technology, demand generation, and digital transformation.

Ted, as CEO of Park & Battery, you’ve been deeply involved in brand activation for various clients, from start-ups to global enterprises. Please share a pivotal moment in your career that shaped your approach to brand storytelling and audience engagement.

In the early 2000s, I was leading development (fundraising) and digital marketing programs at global healthcare non-profit organizations. It was in this environment where I observed, first-hand and through the data, the power of the story. Specifically, how the right story could move people to action and how an authentic voice could create immediate and long-term loyalty and advocacy for a brand. The ability to expand beyond the rationale message and argument to the emotional is how brands win hearts and minds.

How do you envision the ethical and responsible use of AI technologies in persuading B2B buyers, particularly in terms of ensuring transparency, consent, and guarding against algorithmic biases?

I strongly believe that establishing the ethical and responsible use of AI technologies starts within your own organization. Brands need to establish internal ethics committees to oversee AI implementations and ensure compliance with ethical guidelines. In establishing those guidelines, brands must engage with a diverse range of stakeholders, including customers, industry experts, and ethicists, to gather feedback and improve AI practices. This collaborative approach ensures that the perspectives and concerns of various parties are considered.

At a minimum, companies must ensure that B2B buyers are aware when they are interacting with AI-driven tools or systems. This includes disclosing the presence of AI in communications, recommendations, and decision-making processes.

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Consent is a must. Brands must obtain explicit consent from any audience before collecting and using their data. This involves explaining the types of data being collected, the methods of collection, and the intended use. And, importantly, they must provide easy and accessible options for users to opt-in or opt-out of data collection and AI-driven interactions and ensure that users can change their preferences at any time without facing barriers.

There are number of critical steps companies can take to safeguard against algorithmic biases. They can implement processes to detect and mitigate biases in AI algorithms by using diverse and representative data sets for training, as well as regularly auditing AI systems for biased outcomes. They can design AI systems to ensure fair treatment of all users, avoiding discrimination based on race, gender, age, or other protected characteristics. This can involve fairness-aware algorithms and techniques to balance the impact across different groups. And, they can continuously monitor AI systems for biased behavior and update them as needed. This involves feedback loops where users can report issues, and developers can make necessary adjustments to the algorithms

What are your views on the interplay between data analytics and human creativity in delivering compelling and emotionally resonant brand experiences? How does Park & Battery leverage both elements to drive impactful messaging and engagement strategies for its clients?

The true P&B magic happens when data analytics and human creativity come together. This inter-play results in insight-driven creativity, creative experimentation, and an enhanced audience experience. I’ll break this down further…

With insight-driven creativity, data analytics provides the insights that guide creative direction. By understanding what resonates with audiences, creative teams can develop concepts and campaigns that are more likely see success in the market.

With creative experimentation, data analytics enables continuous experimentation and optimization. Creative teams can test different approaches and use data to determine which ones perform best. This iterative process ensures that the final creative output is both innovative and effective.

To enhance the audience experience, the combining of data and creativity results in brand experiences that are personalized, relevant, and emotionally engaging. This holistic approach ensures that every touchpoint within the audience journey is meaningful, driving deeper connections and brand loyalty.

What strategic initiatives do you foresee for Park & Battery in exploring marketing technology, demand generation, and digital transformation?

Park & Battery is always in a ‘test & learn’ mode. We are continually evaluating new technologies and processes to enhance all aspects of our business – from strategy and research to creative and copy to media and analytics to resource planning and project management.

Our strategic initiatives continue to focus on 1) achieving higher levels of personalization where we us data analytics and AI to provide personalized experiences for audiences and 2) omni-channel engagement to ensure an even more seamless and consistent audience experience across all digital and physical channels.

What surprises many is that Park & Battery continues to explore new technology solutions that will enhance our own sustainability efforts, such as reducing energy consumption, minimizing waste, and optimizing resource use. We have already been carbon offsetting many of our campaigns (and, yes, even digital campaigns need to be carbon offset). We’re using and continue to explore digital tools to support corporate social responsibility initiatives. This includes transparent reporting, community engagement, and promoting ethical practices.

Ted offers valuable insights into the intersection of brand activation, AI ethics, data analytics, and creative storytelling. His reflections on pivotal career moments, ethical AI usage, the synergy between data analytics and human creativity, and strategic initiatives for Park & Battery underscore the importance of transparency, innovation, and client-centric approaches in shaping impactful brand experiences and engagement strategies.

Download the ‘The B2B Marketing US Agencies Benchmarking Report 2024’ here

Credit for the report:

Ted Kohnen, CEO of Park and Battery

Ted Kohnen, CEO of the global agency Park & Battery, a BBN International Partner, is renowned for his storytelling expertise, and he has earned accolades including Adweek’s Agency of the Year 2024 and Rising Star on B2B Marketing’s 2024 US Benchmarking Report. Kohnen leads brand activation efforts for hyper-growth startups and multinational firms and helps them craft impactful strategies to accelerate business performance. He has also managed key accounts like ADP, Boeing, HP Enterprise, Meta, Oracle, and Western Union. LinkedIn.
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