The MIMA AWARDS in the Year 2071
THE 2071 MIMA AWARDS GALA
Transcript of the Proceedings
Thank you for joining us. I hope everyone can see a screen from where you are seated because you will not want to miss a minute of this fabulous show!
Ladies and Gentlemen in 16 ballrooms and 16 countries around the world, welcome to the MIMA’s – the Most Influential Marketer Awards – for the year 2071 webcast live from the Air Force base in Minot, North Dakota. Private autonomous-jets jammed the runway parking lots tip-to-tip tonight, as the marketing masters-of-the-universe arrived to discover the identity of this year’s MIMA trophy winner.
As you all are aware, the Most Influential Marketer Awards were founded in the year 2020, when marketers around the planet agreed that the time of demographic profiling had come to an end and that the age of age was over. No longer would the marketing world rely on stereotypes about gender, age, income, occupation or education to attempt to influence people. Some of you watching this webcast, and even some of you in this very room with me tonight, are old enough to remember how strange it all felt at first, but look how far we’ve come!
For 51 years ever since, our awards panel of marketing mavens and business royalty have convened for a week of top-secret deliberations and meetings with the three global finalists, rotating locations each year between the ultra-secure American nuclear missile bases in Malmstrom Montana, Warren Wyoming, or here in this year's host community, Minot North Dakota. And although it takes a lot of hard work and dedication from a huge team of volunteers to produce this show at an Air Force base, it’s vital for the safety of everyone. The judges and finalists are celebrated for their ability to influence large masses of people. They can elect presidents and topple juntas. They can make a regionally successful product explode into a global phenomenon, or bring a multinational brand to its knees. The safety of the most influential people on earth is our first priority.
Here’s a fun piece of trivia: just over 30,000 simchicken dinners will be served to our gala attendees in ballrooms all over the globe tonight. That’s 30,000 dinners complete with miniaturized carrot-squash varietals that, as a special treat, our GMO food-scientists have genetically implanted with the precise cocktail of synthamins and syntherals to help you recover quickly tomorrow from any indulgences this evening. Ladies and Gentlemen, we’ve proven your mothers were right...you should eat your vegetables because, especially tonight, they are very good for you!
That’s enough of the preliminaries. Ladies and Gentlemen around the world, our finalists are here backstage, just a few feet away from me as I talk to you right now, and very soon we will learn who has been chosen as the winner of this years’ coveted MIMA award. Who will be named the most influential person on earth?
Sit back, pop open a vial of vintage champagne capsules, and listen as we introduce you to your trio of 2071 MIMA finalists.
MIMA Finalist Bettina Brunello-Barolo
BBB, as she signs her name on notes and memos, was born in 2020 in the great southern state of Alabama, here in the United States of America. At age 16 she became obsessed with - of all things - vintage marketing. There was an obvious reason why: her uncle had a small marketing strategy firm, and he teased her about her obsession with SEO, content creation, thought-leadership and UX. Little did he know where these childhood games would lead.
Perhaps it’s that work-ethic she inherited from a hardscrabble childhood and an uncle that challenged her interests, but throughout her life if there was something that she could learn that would give her an advantage personally or professionally, she set her mind to it. The search for better ways and more innovative methods became a recurring theme in all aspects of her life.
She first encountered values-profiling at university, in a sociology class. The professor was stripping things back to basics that day, and spent an hour explaining how ‘what we value determines what we do.’ He talked about a recently completed global values database, and how sociological truths had been the inspiration behind it. “In retrospect, it seems obvious,” he mused out loud. “After all, thanks to technology we are all more similar to each other than ever before, and demographics has become a counter-productive profiling tool.” Good timing and good fortune convened and thanks to that pivotal sociology lecture BBB decided that values-based thinking was next on her list of skills to acquire.
We all know the rest of Bettina’s story, don’t we? A quick flip through all her social feeds will tell you everything you need to know. She was one of the pioneers, using values-based strategies to influence more people than anyone had thought possible, and her career trajectory followed suit. She used values-based thinking for her volunteer work too, helping with arts organization turn-arounds, putting these struggling repositories of western culture back on solid financial footing.
After moving quickly to more and more senior roles at a succession of firms, she was soon tapped on the shoulder to accept the responsibilities of Partner and EVP Consumer Behavior for the pan-eurasian luxury brand conglomerate LVMH-Lablelux-Richemont by the great great grandson of Bernard Arnault himself, Luka Petrokavich-Arnault, who still holds the position of CEO at the family-controlled firm today.
Bettina is close to her family, “but not too close for them to be cloying,” she laughs. And when asked what drives her to keep working so hard day after day, her response was quintessentially BBB: “I just want to be the best version of myself that I can possibly be. The better me I am, the more easily success and security will come to the brands I am responsible for, and, of course to myself as well.”
MIMA Finalist Alexander Forbes
Alex grew up and spent his life in the San Francisco suburb of Palo Alto, close to the deserted headquarters of early social media giants like Facebook and Instagram. His parents, and his friends parents, worked for these tech giants right until the end, and were largely left to fend for themselves when the great social backlash of 2030 occured and they were forced to deactivate the surveillance cameras and shut their doors for good. He credits this period in his life with fostering his intense belief in the power of family and friends.
“As soon as I realized that the people I chose to be with would make my life what I wanted it to be, I had found myself. Now I simply apply this same philosophy to everything in my world. I tell people my job is ‘friend acquisition and maintenance,’ but really it’s not just my job, it’s my whole life.”
This philosophy has helped Alexander climb to the very top of the marketing industry, where he serves as the Global Executive Chief Creative Officer for Dentsu-Publicis-WPP, the largest advertising agency in history. His ability to influence audiences is spoken about by the trade press as if it were a superpower, but to ask Alexander, it’s really quite simple. “All you need to do is understand what people really care about, help them with that, and care about those things too. It’s just humanistic values-based common-sense.”
When he isn’t at work physically, he’s at work in some other way. He listens to podcasts incessantly, welcoming the constant stream of information that helps him improve the quality of life and work for his teams all over the planet. He still finds time to meet up with a close circle of school friends, and he can tell when someone needs a bit of a boost. We found more than a few friends willing to tell us that Alex secretly slipped some cash in their coat pocket, or paid off a bill anonymously when he knew times were tight. He won’t admit to any of it of course.
His best career memory? The day he decided to walk away from a client that didn’t match his values. Brand X was the world’s largest tobacco company, and they knew that tobacco would soon be illegal to sell. They were desperate and offered the firm an enormous sum for Alex to influence as many people in the world as possible to start using a new cannabis-based product. Their goal was to recruit so many people that they could keep much of their existing farming and manufacturing infrastructure intact.
“I said no, Alexander explains. It was not something that would be good for my friends and family, or for anyone else in the world either.”
MIMA Finalist Trung Thrinpoche Max
Trung grew up in Dharamsala, a remote place in the very North of India, where the Tibetan people had settled after their exodus from their ancestral lands. Our awards are steadfastly non-political, but it’s important to note that Trung saw first hand as a child and all through his teen years the importance of shared values as his community prospered, despite having been refugees just one generation ago.
“Our values kept us focused, kept us together, and helped us make all the decisions we needed to make for the good of the community,” he said in an interview with The Drum, everyone’s favourite trade journal and sponsor of the MIMA festivities tonight.
Trung has built his enormous sphere of influence in a very different way than the other finalists: he’s travelled far and wide as a kind of itinerant consultant, finding (and often founding) not-for-profit organizations that help the people in the most remote corners of the earth by teaching them how to harness the power of shared human values. No community is too far away or too unfamiliar for Trung: his mission in life has always been to use his powers of influence to do the most good for the most people in the most places possible.
It has meant a wandering nomadic existence for Trung over the last few decades, but he couldn’t be happier: “People ask if I wish I had time for a life-partner, for settling down, for feeling part of place. But all the peoples of the world are my life partners, I’ve settled here quite nicely on this earth at least for this lifetime, and I always feel very much a part of every place at every moment.”
Trung has used his belief in the power of shared values to influence hundreds of millions of people around the world to help each other, to donate time or money or goods or services, and to make the least among us feel the most loved. When asked about the best advice he would give to the next generation of influential people who aspire to have an impact like his, his answer is simple: “Give your time freely, and always look forward. The next place you find yourself is exactly where you are meant to be.”
Ladies and Gentlemen around the world, now that you’ve met our finalists, the time has come to announce the winner of the 2071 Most Influential Marketer Award. Are you ready?
Here is the envelope, and inside the card, and if you give me a second to get my reading monocle on right...I can tell you that...ladies and gentlemen of planet earth the winner is...
These character sketches were based on statistically accurate audience profiles extrapolated from the Valuegraphics Database for senior marketers at large companies in North America who are attracted to innovative developments in their industry. Already operational in 59 countries around the world, the dataset will be #GlobalBy2020. Very soon, we will be able to build a world based on our shared values: because what we value determines what we do. For more information visit www.valuegraphics.com