Susan Wojcicki on empowerment, innovation, and more

Remembering Google’s first marketer                                                     ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ [ Image ] TRIBUTE | SEPTEMBER 2024 Remembering Susan Wojcicki, Google’s first marketer [Former YouTube CEO Susan Wojcicki is pictured with shoulder-length brown hair in front of a white circle knocked out of a light-blue background. She wears a gold link chain and a gray blouse.](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ Former YouTube CEO Susan Wojcicki is pictured with shoulder-length brown hair in front of a white circle knocked out of a light-blue background. She wears a gold link chain and a gray blouse. ] [[ The world lost a visionary leader, inspiring thinker, and transformative change-maker. Susan Wojcicki was an early Googler and former YouTube CEO. As Google’s first head of marketing — a department of one — Wojcicki played a critical role during the company’s formative years, building the Google Ads business and leading teams across consumer products. And her [advocacy of parental leave](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) benefited employees at Google and beyond. To celebrate Wojcicki’s legacy, we’re sharing two opinion pieces she wrote for Think with Google. In each, her insightful advice remains relevant to advertising and business leaders everywhere. On the success of ads that combat stereotypes of women: “It goes to show that people are hungry for creative that empowers, rather than objectifies.” On the wisdom of promoting women in advertising: “With women expected to control two-thirds of consumer spending in the U.S. over the next decade, creative agencies would be wise to empower women not just in their video ads but in their own ranks.” Read Wojcicki’s thoughts on the effectiveness of [empowering video ads on YouTube](). On creating a culture of openness: “By sharing everything, you encourage the discussion, exchange, and reinterpretation of ideas, which can lead to unexpected and innovative outcomes.” Read Wojcicki’s [The eight pillars of innovation](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=). Does your marketing plan need a makeover? For our inaugural Guest Thinkers feature, Jim Lecinski, clinical professor of marketing at Northwestern University’s Kellogg School of Management, shares how to craft an annual marketing plan that “ignites excitement in the C-suite.” - Start aligning your marketing initiatives with the goals you want to reach. - Stop presenting marketing plans solely as a list of activities and costs. - Continue reporting key performance metrics that show how marketing contributes to business growth. To find out how to do all of the above, read Lecinski’s guide to helping the C-suite see marketing as a critical driver of business growth. [Have a look]() Fans aren’t just consuming culture. They’re creating it K-pop fancams. Met Gala commentary. Movie trailer analyses. We wanted to learn more about the state of fandom today, including its impact on culture through creativity. So, for the 2024 YouTube Culture and Trends report, we focused not only on what fans were watching, but also on what they were making. More than ever, fandoms on YouTube are participating directly in creating media that other fans watch. For brands seeking engaged audiences, this behavior has big implications. [Find out more](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) Hear from the experts [The Insighter logo features a shopping cart instead of the letter “E” in “The.” An ascending trend line over a vertical bar chart and a clicking finder arrow form the letters “N” and “E” in the word “Insighter.”](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ The Insighter logo features a shopping cart instead of the letter “E” in “The.” An ascending trend line over a vertical bar chart and a clicking finder arrow form the letters “N” and “E” in the word “Insighter.” ] [[ For the very first issue of The Insighter, a monthly brief that pairs fresh marketing insights with an action plan for growth, Google VP of Sales Jochen Heck unpacks consumer mindset research to help marketers prepare for this year’s condensed holiday shopping season. [Discover more](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [A black-and-white headshot of Canva CMO Zach Kitschke shows him with short brown hair wearing a black jacket over a white-collared dress shirt. He appears against a solid-red background.](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ A black-and-white headshot of Canva CMO Zach Kitschke shows him with short brown hair wearing a black jacket over a white-collared dress shirt. He appears against a solid-red background. ] [[ Canva CMO Zach Kitschke joins Google’s Joshua Spanier and Bethany Poole on the Modern Marketers podcast to talk about the brand’s product evolution over the years, and how it puts visual communication into everyone’s hands. [Listen now](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [A transparent trend arrow zigzags upward to intersect with a settings gear.](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ A transparent trend arrow zigzags upward to intersect with a settings gear. ] [[ It’s an exciting time to be a CMO. You’re leading your team — and the industry — through complex consumer demands and technologies that are revolutionizing the marketing landscape. Our curated insights and strategies can help you transform your organization into a growth engine for the future. [Explore the insights](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) Quotable “You cannot say, ‘Oh, I use this cream and it really works,’ and put an AI face there. We will not use gen AI to enhance hair, face, and skin, but we are embracing this tech to augment our content creation.” Asmita Dubey, Chief Digital and Marketing Officer, L’Oréal [Source](): Think with Google, July 2024. Recently published To stand out in the Shorts feed, make ads that blend in [Arrow cta link](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ Arrow cta link ] [[ The AI Era: Expanding marketing and creative potential [Arrow cta link](=/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=) [ Arrow cta link ] [[ Watch: Brand and agency leads on advances in marketing [Arrow cta link]() [ Arrow cta link ] [[ Received this email from a friend? [Sign up here]() Discover more content on [ThinkWithGoogle.com](/MTcyLUdPUC04MTEAAAGVV-k_7NRw4d55XuI6BG4cvycROdKUshhzR5GHm9SwuhZW_Q5eGgCMDVnQgbC7OJdjagHuS4Y=). 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