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59: Bill Beck loves working for an iconic brand that cares

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Bill Beck, vice president of brand marketing at Whirlpool. In this podcast, they discuss the “Care Counts” campaign.

In his conversation with Hart, Beck touches on the factors that combined to create Whirlpool’s successful “Care Counts” campaign, but he also talked about the thrill of working on the well-known brands of the Whirlpool family: “These are iconic brands, and you get to work with them and do really, really neat things…whether it’s product innovations or new ways to talk about it in-market, it’s a lot of fun.”

Beck also analyzed both sides of the coin in talking about what he views as one of the biggest challenges and opportunities for marketers today: big data. “Big data is one of the coolest and scariest things out there,” says Beck. “As our world becomes more connected, there’s just a ton of data out there. And we as marketers really have a responsibility to understand how we use that in a way that doesn’t turn off the consumer but also helps us become effective, and at the same time build brands.”

Highlights from this week’s “Marketing Today” podcast include:

  • Beck talks about the genesis of Whirlpool’s “Care Counts” campaign. (0:53)
  • Whirlpool’s campaign partners made the idea even bigger. (5:27)
  • “You gotta feel it in your gut.” (7:10)
  • Beck’s career has been defined by great mentors. (9:25)
  • Beck always keeps an eye on Disney — “They’ve evolved while staying true to who they are.” (11:30)
  • Beck’s take on big data. (12:52)