MIT Sloan Management Review Article on Let Talent Drive Digital Maturity

Focused on internal networking and upskilling, the marketing organization at John Hancock is well-positioned to compete in a digital world.

Lindsay Sutton: Digital strategy crosses many organizations, and here, it means a lot of different things. In this particular team, it refers to any of our brand marketing. We work closely with an internal creative team, my team of strategists, as well as some John Hancock brand experts. Together, we’re building out campaigns or activations for the brand or for business units.

That could be anything that spans traditional advertising — offline and online — to things rooted in the social media channel and the relevant content that supports that, to thinking through how we interface with customers or potential customers and how to resonate in someone’s life with digital at the core of that. Anything that comes from that digital journey sits with me and my team.

About the Author

Gerald C. (Jerry) Kane is a professor of information systems at the Carroll School of Management at Boston College and the MIT Sloan Management Review guest editor for the Digital Business Initiative. He can be reached at gerald.kane@bc.edu and on Twitter @profkane.

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