WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell

Bell's journey from agency dynamo during China's economic boom to airline marketing leader offers a masterclass in resilience and strategic thinking. Having worked on iconic launches like the Motorola Razr and Beijing Olympics with Adidas, he brings a unique perspective on what truly drives consumer choice in premium markets.

At the heart of Cathay Pacific's revival is a refreshingly straightforward philosophy: happy staff create happy customers, who in turn generate strong financial results. During the darkest days of the pandemic, when budgets disappeared and uncertainty reigned, the airline doubled down on celebrating their employees through "Cathay Stories" - showcasing extraordinary acts of dedication that maintained morale when it mattered most.

Rather than competing through flashy amenities, Cathay embraces "human-centric design" - creating experiences that make passengers feel genuinely at home. This approach extends from their more residential-feeling lounges to communications that emphasize emotional connection rather than feature lists. As Bell explains, they position themselves as "the winds beneath your wings," not the star of the show.

For marketers in any industry, Bell's insights on measuring effectiveness are particularly valuable. Through sophisticated modelling, Cathay has quantified that brand emotions drive approximately 50% of consumer choices, with a 1% increase in consideration across just four markets translating to half a billion dollars in value. This data-driven approach helps marketing secure its rightful place in business strategy conversations.

Listen now to discover how Cathay Pacific is soaring again, and why Bell believes that regardless of technology trends, "the battle for business starts in the mind" of your customers.

The Better Marketing Pod explores the industry's biggest stories and the people in the industry who are shaping them. Subscribe here: